PRONOUNCE is a high-end men’s fashion label founded in 2015 by Yushan Li, a graduate of the prestigious Central Saint Martins and Jun Zhou, who studied at the London College of Fashion, after attending Istituto Marangoni.

PRONOUNCE S/S 17 (Vogue Italie, 2016)

Their common vision of fashion brings their young label towards a modern wardrobe inspired by everyday life. Both edgy and relaxed, easy and well-considered, it mixes inspirations from the East and the West.

Made of high quality fabrics, each piece is characterized by a high level of construction and peculiar attention to detail.


A new expression spreading: They are everywhere!

Present at Who’s Next (September 2016) alongside 29 other young creators carefully selected for the International springboard “The Future Of Fashion Program”, and candidate for the Woolmark Prize (January 2017), the label has won the “The Latest Fashion Buzz” prize at the last Pitti Uomo 91 show, in January 2017.


“SLOW IS THE NEW FAST”: A quest for truthfulness in the digital age

PRONOUNCE S/S 17 (Vogue Italie, 2016)

Behind their strong pieces, they reveal a peculiar and dissident vision of fashion. The duo seeks to highlight the benefits of “taking your time”, valuing the everlasting rather than the temporary and fixing their creations in a tangible reality, in a digital era where everything is going too fast and everything seems false.

For them: “SLOW IS THE NEW FAST”, and this is how they have named their S/S 17 collection, their first to be presented publicly, at the New York FW.


« We want to bring some realness to our brand, nowadays everything feels very fake and way too digital » (Yushan Li, Hero Magazine, 2016)

Thus, they choose to capture this S/S 17 collection in a series of Polaroids and use this medium to present their work, to counter the digital fakeness.

PRONOUNCE S/S 17 (Hero Magazine, 2016)

Based in Milan and Shanghai, the duo will present their new menswear collections at the London FashionWeek

Personally, we can’t wait to learn with them this divergent “pronunciation” of masculine fashion!



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