Pronounce’s Fighting Talk
Review of Pronounce Fall 2025 Men’s Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
Gentle volume, soft armour, modern warrior
As fashion has found itself in a state of fight or flight it’s very likely that for rest of the men’s – and for that matter the upcoming women’s – season will explore themes around the human condition. Be that love or hate, conflict or harmony, 2025 will have to be the year that fashion takes up a cause, even if it’s simply its right to exist as a means of creative expression.
Pronounce, helmed by designers Jun Zhou and Yushan Li have used their brand as a vehicle to bridge the East and West by bringing into their work an elevated take on traditional Chinese craft techniques and creating new narratives through merging it with recognisable streetwear codes. And while the demise of the medium has been predicted for some years now, Pronounce appear to propose that there is still mileage in a style of dressing which has come to define a generation.
Titled ‘Romantic Sharpness’ their Fall 2025 collection once again brought together the East and West through tailoring derived from the Mao Suit – a tunic-style jacket which heralded the modernisation of Chinese men’s dress – and as referenced in todays show notes spoke to the idea of “Gentle Warriors”. Many of the garments had also been constructed so they appeared to organically rupture from the waists and shoulders, designed to “imply the incomplete modern society”.
The choice of jersey fabric for longline unstructured jackets and boxy suits added the tactile romance the duo wished to convey this season. That along with the expertly crafted crochet knits which resembled basket-weaving techniques created a multi-layered exploration of multiple cultures that was made modern and wearable by a generation of young fans who have found their tribe in a brand that is moving the menswear market forward.
THE DIRECTION
THE QUOTE
Our silhouettes were about the meeting of East and West, so classic tailoring meets the Mao suit, and [this season] we were mixing softer jersey with harder tailoring”
Jun Zhou and Yushan Li , Creative Directors, Pronounce
THE WRAP UP
Today’s Pronounce collection, while reworking the idea of modern armour within the framework of the brands foundations, was also a moment to celebrate the launch of their custom-made service. A method that some see as the future of fashion, the Pronounce customer will now have the ability to customise their already distinctive silhouettes via trims, material and colour, as well as “tailor to measure size matching”.
