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The famous fashion designer with the shop called Moon, fragrance star Alfred Sung is a native of Shanghai and Hong Kong and a student of Parisian couture. Sung, creator of star-struck scents like Encore, Forever, Jewel, Paradise, Pure, Sha, Sung and Hei, launched Parfums Alfred Sung in 1986. Fragrances with a timeless, refreshing quality for the professional and executive.