Yushan Li and Jun Zhou founded PRONOUNCE in 2016, developing the label between Milan and Shanghai. Both trained in menswear, they built the brand around a shared aesthetic that combines Eastern and Western references, traditional craft and a contemporary approach to silhouette.

PRONOUNCE’s visual world is immediately recognizable, from its signature use of purple to its ongoing exploration of “Gender Sharing,” a concept that challenges rigid distinctions between masculine and feminine dressing. The designers bring hand-crafted heritage techniques into a modern wardrobe, using color, proportion and fabrication to create a fashion language that feels both culturally rooted and forward-looking.

International recognition came early. PRONOUNCE joined the official London Fashion Week Men’s schedule, became the first Chinese designer brand invited to present a runway show at Pitti Uomo, and received industry recognition including The Latest Fashion Buzz prize. In 2022, the brand opened its first concept space on Shanghai’s Julu Road, giving its design universe a permanent physical home in China.