Presented by GQ China, PRONOUNCE is a robust newcomer to the fashion battlegrounds. Though based in both Milan and Shanghai, designers Yushan Li and Jun Zhou showcased their Spring/Summer 2018 collection at London Fashion Week Men’s. Looking to their collection, it makes total sense that they opted out of Milan’s tailored menswear scene and instead chose the more progressive London as a backdrop for their work.
Re-interpreted straitjackets. That’s the collection in a nutshell. Sometimes in Crayola yellow or purple and at other times in basic white, the PRONOUNCE collection unpacked the restrictive nature of the straitjacket to create an atmosphere that felt liberated and free. Roomy silhouettes and breathable materials were the antithesis of constriction, emphasized further by raw hems and light outerwear that billowed in the air.