PRONOUNCE 2018 series of autumn and winter subversion over the season layout opened Shanghai Fashion Week

At the end of March and early April, ten cherry blossoms in Shili. Fashionistas ushered in their party time - March 28th, 2018 Shanghai Fashion Week in the autumn and winter unveiled at the Taiping Lake show in Xintiandi.

As the prestigious Shanghai Fashion Week in China, every opening is very impressive. In addition to the unique designs of major brands during the fashion week and the trendy street shooters, many brands have also brought surprises to prepare us to fully appreciate the fashion atmosphere.

Opening PRONOUNCEPRESENTED BY Wisdom GQ

The PRONOUNCE 2018 series for autumn and winter brought by designers Li Yushan and Zhou Jun opened the prelude of Shanghai Fashion Week. The men's wear brand, as an opening show, subverted the layout of the past and at the same time brought people's attention to the daily wear and lifestyle of men.

The theme of PRONOUNCE 2018 autumn and winter series is INFINITY ∞ unlimited possibilities inspired by the two designers a journey in Milan, accidentally collected the elements of the curve in the old postcards, bring them new thinking. Designers use a series of regression pragmatism to answer questions about men's everyday dress and lifestyle.

Most of the look in the series is interpreted by the oriental faces. This change makes the new series of Chinese-style plum buckles, tunics and curve-style quilted cotton vests resembling “∞” look more comfortable and natural.

Designers' innovativeness for the new collection is reflected in the treatment of wool and denim fabrics: denim is scratched by hand to obtain shades of color. The self-developed coating technology allows the wool fabric to have the same patent leather luster. Satisfy a variety of functional demands for warmth, water resistance, and wind resistance. This kind of innovative treatment also answers the question of returning to pragmatism.

About the brand

Perot PRONOUNCE was founded in 2016 in Milan by the designers Li Yushan and Zhou Jun. The brand won the 2017 "The Latest Fashion Buzz" award. In the same year, PRONOUNCE received attention from Forbes Forbes and the International Wool Bureau Award for the rapid development of its brand. Its members were also listed on Forbes China's “30 under 30” elite list and invited the International Wool Board Award to represent China. The brand is now stationed in Lane Crawford, Dong Liang, H Lorenzo and IT and other internationally renowned boutiques.

PRONOUNCE expresses different ideas through abstract language-based design language and explores new thinking of contemporary men's wear. Based on becoming a sounder for men's fashion. The unique combination of oriental aesthetics and western classics tailoring skillfully integrates in the expression of the brand, all of which reflect the feedback and integration of the two designers as Chinese people in the context of Western art education. The inheritance of contemporary aesthetics and traditional handicrafts and cultures in the design collection is not only a fashion issue that PRONOUNCE has consistently explored, but also our current expectations for Chinese men's fashion and reflections on the significance of the times. New ideas and traditional methods, local and globalization, and current topics are refined into each series created by PRONOUNCE.

About designer

PRONOUNCE is the fastest-selling menswear brand in Lane Crawford, which can not help curious about the two designers and founders behind the brand.

Ms. Zhou graduated from the Milan Malinois Design Institute and the London Fashion Institute with a dual masters degree in menswear. He participated in the core design research and development of the Ermenegildo Zegna series during Milan, and won the Audi Young Designer Grand Prix in 2014. He once worked for the largest in Asia. Luxury goods group FJ Benjamin.

Li Yushan’s undergraduate and master's degrees are graduated from the Central Saint Martins Fashion Department, under the guidance of legendary instructor Louise Wilson. His master's men's collection was fully funded and released by the Isabella Blow Foundation Group. After graduation, he was invited by KanyeWest to work at YEEZY.

This is the fourth time that PRONOUNCE has entered Shanghai Fashion Week. We are expected to see this young menswear brand become an integral part of the international fashion force.