The Guest Nation China project culminates with the fashion show of the Chinese duo PRONOUNCE, the experimental fashion brand established by Yushan Li and Jun Zhou which, on Wednesday 12 at 5.00 p.m. in the Dogana, will be launching the SS 2020 collection “A Fresh Dig” on the catwalk, along with reinterpretations of Converse Jack Purcell shoes.
The special event is organized with the support of Labelhood, incubator of emerging designers and one of the most innovative retailers in China, and of V/Collective, international creative agency based in Shanghai, Guangzhou and Hong Kong.
“Today China is one of the most fertile and dynamic countries for fashion experimentation on a global level: for this reason we have decided to present, alongside some prestigious partners, a selection of some of the most innovative Chinese brands and designers to our audience of buyers and international press,” says Lapo Cianchi, Secretary General of the Fondazione and Director of Communications and Special Projects at Pitti Immagine. “The PRONOUNCE catwalk show on the occasion of Guest Nation China will be the project’s latest unmissable event: it is a brand we know well through its previous participations in Florence and for its strongly contemporary design signature which often involves an open contamination between East and West. It will also be the first time that an experimental Chinese brand steps on to the runway at Pitti Uomo”.
"Pitti Uomo is a such a great platform for us to show our latest collection after three years of PRONOUNCE founded” declare Yushan Li and Jun Zhou, the founders of PRONOUNCE. “It is an huge honor to be the first Chinese brand to be invited to stage a catwalk show at Pitti Uomo at the edition that is celebrating China as the Guest Nation: we take it as a bridge for China-Italy communication not only on fashion but also on many other aspects - all of our team feels very excited about this coming June. The new S/S 2020 'A FRESH DIG' collection will continue to explore the 'All Beings' concept (眾生相: diverse appearance of the masses; various characters of human beings) that PRONOUNCE has already been investigating in past seasons”.
PRONOUNCE – PRONOUNCE is a designer brand established in 2016 by Yushan Li and Jun Zhou based in Milan and Shanghai. Yushan graduated from MA Fashion at Central Saint Martins in 2015 and immediately began working at YEEZY. Jun was trained by Ermenegildo Zegna before graduating in Menswear from the London College of Fashion and the Istituto Marangoni. Yushan and Jun share the same aesthetics focusing on developing an artisan heritage that reflects on the modern wardrobe, combining East and West. Inspired by different male and female stereotypes, the two designers continue to push the boundaries of the ‘Gender Sharing’ concept. PRONOUNCE was nominated for the International Woolmark Prize 2017, it was a “GQ Presents” finalist in 2017 and the winner of “The Latest Fashion Buzz” at Pitti Uomo 91. Both founders are also in the Forbes “30 UNDER 30” 2017 and 2018 lists. PRONOUNCE are showing their new collections in the official schedule at London Men’s Fashion Week.