Alfred Sung
Alfred Sung's fragrance history began with Sung in 1986 and continued with Forever and Shi. These three names provide a chronological route through the collection, from the first licensed release to fragrances introduced in 1995 and 1999. Behind them stands the fashion house founded by Alfred Sung and the Mimran family in 1980.
About the brand
Alfred Sung
Alfred Sung began in 1980 as a fashion house for the modern woman. Six years later, Riviera Concepts licensed the name for fragrance and cosmetics and launched Sung Alfred Sung. Sung is therefore the natural starting point for discovering the fragrance side of the brand.
The next historical reference is Forever Alfred Sung, released in 1995. Shi Alfred Sung joined the line in 1999. The three releases belong to separate periods and can be considered in sequence: the debut, a continuation nine years later, and a new chapter at the turn of the millennium.
Alfred Sung's fashion origins help explain the structure of the brand. Alongside clothing, it developed accessories, watches, eyewear, children's products, and home categories. Fragrance became part of this wider system rather than the sole specialisation associated with the Alfred Sung name.
A choice can begin with the history: Sung represents the line's beginning, Forever its development in the mid-1990s, and Shi its late-decade stage. This sequence provides a clear route through three important Alfred Sung fragrances.