Designers / China · Menswear
PRONOUNCE
Jun Zhou and Yushan Li
PRONOUNCE is a menswear label based in Milan and Shanghai, China, started in 2016. Behind the label: Jun Zhou and Yushan Li. It is known for menswear that blends Chinese references, such as cheongsam details, with Western tailoring. Latest milestone on record (11 October 2026): Shows SS27 at Shanghai Fashion Week, at Taiping Lake Park in Xintiandi.
Quick facts
PRONOUNCE at a glance
- Behind the label
- Jun Zhou and Yushan Li
- Based
- Milan and Shanghai, China
- Since
- 2016
- Focus
- Menswear
- Makes
- Menswear
- Trained
- Jun Zhou: menswear master’s degrees from Istituto Marangoni, Milan (2013), and London College of Fashion (2015)
The person and the label
Who is behind PRONOUNCE?
PRONOUNCE (珀琅汐) was founded in 2016 by Jun Zhou and Yushan Li, who met in Milan, and works between Milan and Shanghai. Zhou holds menswear master’s degrees from Istituto Marangoni and London College of Fashion. The label’s Autumn/Winter 2017 Raràmuri collection won The Latest Fashion Buzz award at Pitti Uomo 91 in Florence, also appeared at Labelhood during Shanghai Fashion Week and was nominated for the International Woolmark Prize. PRONOUNCE debuted at London Fashion Week Men’s in 2018 and took its first slot on the Milan menswear schedule in January 2024 with AW24, “Zhuangzi’s Butterfly Dream”, which mixed cheongsam details into Western tailoring. Shanghai Fashion Week’s official schedule lists its SS27 show at Taiping Lake Park in Xintiandi on 11 October 2026.
Timeline
PRONOUNCE, dated
- 2016Jun Zhou and Yushan Li found PRONOUNCE. Source ↗
- 2017Wins The Latest Fashion Buzz award at Pitti Uomo 91 with the Autumn/Winter 2017 collection. Source ↗
- 2018Debuts at London Fashion Week Men’s. Source ↗
- January 2024Makes its debut on the Milan menswear schedule with AW24. Source ↗
- 11 October 2026Shows SS27 at Shanghai Fashion Week, at Taiping Lake Park in Xintiandi. Source ↗
More from China
Other China labels to know
- Guo Pei Couture and eveningwear · since 1997
- UMA WANG Ready-to-wear · since 2009
- HUISHAN ZHANG Ready-to-wear · since 2012
- ZIGGY CHEN Menswear · since 2012
- ROBERT WUN Couture and eveningwear · since 2014
- FENG CHEN WANG Menswear · since 2017
- SUSAN FANG Ready-to-wear · since 2017
- SHUTING QIU Ready-to-wear
- RUIbuilt Ready-to-wear · since 2019
- DIDU Ready-to-wear · since 2019
- RUOHAN Ready-to-wear · since 2021
Read the full China guide, with the method behind it and where to see the work in person.
Sources
Sources
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Quick answers
PRONOUNCE, answered
Who is behind PRONOUNCE?
- Jun Zhou and Yushan Li. PRONOUNCE is a menswear label based in Milan and Shanghai.
When was PRONOUNCE founded?
- 2016, according to the sources listed on this page.
What does PRONOUNCE make?
- Menswear. It is known for menswear that blends Chinese references, such as cheongsam details, with Western tailoring.
Where did the designer of PRONOUNCE train?
- Jun Zhou: menswear master’s degrees from Istituto Marangoni, Milan (2013), and London College of Fashion (2015).