After a stellar debut, Yushan Li and Jun Zhou are back in Milan with a presentation this Saturday. Expect a bridge between East and West
A dream that becomes reality. The Chinese designer duo behind Pronounce, Yushan Li and Jun Zhou, can now shout it from the rooftops. After showing in London for several seasons, their brand made its debut in the Milano Fashion Week Men’s calendar last January and is set for a second appearance next Saturday, June 15th, with a unique presentation.
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So, what can we expect from Pronounce’s spring-summer 2025 collection? Think contemporary, mature cuts with a nod to Chinese tradition, building on the themes showcased in their first Milan show last season.
The fall-winter 2024/25 collection by Jun Zhou and Yushan Li explored the world between reality and dreams, inspired by the Chinese Zhuangzi’s Butterfly philosophy. Even in fashion, everything can have multiple interpretations, from reversible coats to denim outfits that evoke the look of an elegant suit. Including pieces like white cotton and merino wool twills, double-face pullovers, and handmade alpaca hats, this collection showcased sartorial craftsmanship infused with traditional symbolism.
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We had a quick chat with Istituto Marangoni alumnus Jun Zhou, as we were curious about the brand’s rapid global success since its founding in 2016.
Zhou graduated from Istituto Marangoni Milano, and the brand is now based in both Milan and Shanghai. Pronounce has been making significant strides on the global stage and is set to make its second appearance in the official calendar of Milano Men’s Fashion Week in one of the most important Big Four fashion capitals—a major achievement. Plus, in June 2019, Pronounce became the first Chinese designer brand to be invited to showcase at Pitti Uomo. These are impressive milestones for such a young brand.
Pronounce's Terra-Cotta Warrior collection spring-summer 2020 fashion show during Pitti Uomo
“Fashion is not just about design; teamwork is crucial” – Designer Jun Zhou, co-founder of Pronounce and Istituto Marangoni alumnus
We still don’t know exactly how Pronounce will wow us for spring-summer 2025—surely something stellar—but in the meantime, let’s dive into Jun Zhou’s thoughts on his academic journey and his latest experience at Milano Fashion Week Men’s.
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Do you have any special memories from your time at Istituto Marangoni that you’d like to share?
I entered Marangoni to pursue a master’s degree in menswear design. The school’s learning environment, combined with the rich cultural heritage of Italian craftsmanship, provided great support in establishing our Shanghai workshop and starting our brand.
You made your debut at Milan Fashion Week Men’s last season. Did it meet your expectations?
Ahead of this fashion week, Pronounce became the first Chinese designer brand to grace the runway at Pitti Uomo, showcasing The Terracotta Warriors collection in June 2019. Our aspiration for Pronounce is to act as a bridge between East and West, and we’re grateful for the support from friends around the world, including those from Istituto Marangoni.
Snapshot during Pronounce fall-winter 2024 Zhuangzi’s Butterfly collection backstage in Milan
What was the inspiration behind the collection?
Pronounce fall-winter 2024/25 collection, named ‘Zhuangzi’s Butterfly,’ drew inspiration from the profound philosophy of Zhuangzi. Once, Zhuangzi dreamed that he was a butterfly. When he woke up, he pondered whether he was a man dreaming of being a butterfly or a butterfly dreaming of being a man. This story reminds us that life’s essence cannot be easily defined. Embracing freedom in the present while actively envisioning the future is the path to fulfilment.
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Do you have a favourite look from that collection?
I love every look from Pronounce; they always fascinate me. Each piece has its unique charm, fitting for any occasion—be it a party, daily commute, or special gathering. Pronounce has a knack for selecting the perfect look for every moment.
What advice would you give to fashion students aspiring to create their own fashion show or collection?
Fashion is not just about design; teamwork is crucial. Engage in meaningful dialogue with diverse perspectives to foster communication and exchange—it’s the key to bringing creative visions to life.
Silvia Tarini
Editor