PRONOUNCE FW25

Titled “Romantic Sharpness”, the latest Pronounce collection by designers Yushan Li and Jun Zhou imagines an ancient warrior's journey through time, blending historical references with traditional menswear and contemporary styling.

The brand’s signature rope motif is seen in printed denim, handwoven fringe accents and sculptural avant-garde pieces that, at first glance, look as if they were 3D printed.

Asymmetrical bursts of fabric and abrasive shapes cling to conventional menswear staples like trousers, cardigans and collared shirts, which brought the words “disruption” and “evolution” to mind, hinting at the warrior's journey.

Tailored pieces ranged from traditional suiting and thick overcoats to “second skin” silhouettes cut to look too small for even a model to fully button up.

The standout looks, for me, were the vibrant lightweight suits made of knitted jersey done in both western and maoist styles but with modern twists like double collars and customizable embellishments.

In fact, most of the collection is fully customizable with the brand announcing a made-to-measure service, allowing customers to personalize garments by choosing from various materials, colors, and sizes, as well as natural stone buttons.

After all… in the real world fashion is a reflection of the wearer, not the designer.

(watch the full show below ↓)