Pronounce – TO THE MOUNTAINS / Autumn Winter 2020

Life seems to be constantly climbing and going through obstacles. The story of the 108 heroes who went to Liangshan in the „Water Margin“ (Chinese classical novel Shui Hu Zhuan) story was the original inspiration of the whole collection.

The mountain – where they go to the mountains to achieve their dream and personal demands in society. The characters in the novel are both good and evil, like Ying and Yang. At the core of the story of such a complex human nature is that PRONOUNCE is consistently exploring.

The prints – like a raging fire, cloud of fire, the edge of a fire, or like the edge of water. It attempts to convey such an ambiguous transition texture. Some people think that it is full of passion, some people think that it shows the fragility and incompleteness of life, and some people think that it represents of lust. Just like the ever-changing ways of beings in the world, which is not always in a certain status.

Embossed techniques and jacquard fabrics, massive scale of buttons, gender sharing ideas.

Contemporary Mao Suit and contemporary Cheongsam continue to be developed follows as previous seasons. UNDETECTED’s fully hand-crafted metal-encrusted jade accessories were inspired by weapons from each hero in „Water Margin“ story. Old Shanghai handmade craftsmen’s hand-made leather shoes are exclusively developed for PRONOUNCE this season.

PRONOUNCE is also very pleased to announce the upcoming collaboration with the Italian premium lifestyle brand and leading denim pioneer, DIESEL. Some of the 18-piece, were previewed today at PRONOUNCE’s show. The full disclosure of the collection will take place during Shanghai Fashion Week and will hit stores—in China, at DIESEL’s flagship doors and at key wholesale accounts worldwide—in late March.

Autumn Winter 20 collection is a collection full of emotions and different characters. PRONOUNCE imagines that this seasons collection is representative of each hero in the ‘Water Margin’ story (108 Stars of Destiny). The looks and figures in the show seems likes different heroes from the story live in today. Each look will be named under a hero’s nickname (Full list will be present on PRONOUNCE’s Instagram).

Autumn Winter 20 is defined by transitional states: between functional and decorative, restriction and freedom, real and artificial. A PRONOUNCE way of explaining beauty and masculinity.

PRONOUNCE is a designer brand established in 2016 by Yushan Li and Jun Zhou who are now based in
Shanghai and Milan. Yushan graduated from MA Fashion of Central Saint Martins (MA Fashion 2015). Jun graduated from London College of Fashion (MA Menswear 2015) and Istituto Marangoni. PRONOUCNE is about hand crafted heritage reflecting on a ‘gender sharing’ contemporary wardrobe

STYLIST: DOGUKAN NESANIR CASTING: ROXANE DIA HAIR: KALLE EKLUND @ D+V using R+CO MAKE UP: AMY WRIGHT @ CAREN using CeraVe SHOW SOUNDTRACK: ELI OSHEYACK JEWLERY: ‘PRONOUNCE X UNDETECTED’, UNDETECTED PRODUCTION: ANTONY WALLER PR: AGENCY ELEVEN

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