# PRONOUNCE

> PRONOUNCE is a menswear label based in Milan and Shanghai, China, started in 2016. Behind the label: Jun Zhou and Yushan Li. Known for menswear that blends Chinese references, such as cheongsam details, with Western tailoring.

- Canonical: https://thecastindex.com/designers/pronounce
- Country guide: https://thecastindex.com/houses/chinese-designers
- Facts checked: 2026-10-22
- Author: Kaiser Khan (Founder & Editor)

## Quick facts

- 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)

## 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

- 2016: Jun Zhou and Yushan Li found PRONOUNCE. (source: https://istitutomarangoni.com/en/alumni/stories/jun-zhou)
- 2017: Wins The Latest Fashion Buzz award at Pitti Uomo 91 with the Autumn/Winter 2017 collection. (source: https://istitutomarangoni.com/en/alumni/stories/jun-zhou)
- 2018: Debuts at London Fashion Week Men’s. (source: https://istitutomarangoni.com/en/alumni/stories/jun-zhou)
- January 2024: Makes its debut on the Milan menswear schedule with AW24. (source: https://10magazine.com/pronounce-menswear-aw24/)
- 11 October 2026: Shows SS27 at Shanghai Fashion Week, at Taiping Lake Park in Xintiandi. (source: https://www.shanghaifashionweek.com/page/shfw/releaseExhibition/4924)

## Sources

- [Istituto Marangoni — alumni story: Jun Zhou](https://istitutomarangoni.com/en/alumni/stories/jun-zhou) — checked 2026-10-22
- [10 Magazine — Pronounce menswear AW24 (15 January 2024)](https://10magazine.com/pronounce-menswear-aw24/) — checked 2026-10-22
- [Shanghai Fashion Week — PRONOUNCE SS27 show page](https://www.shanghaifashionweek.com/page/shfw/releaseExhibition/4924) — checked 2026-10-22
- [Shanghai Fashion Week — official SS2027 schedule](https://www.shanghaifashionweek.com/page/shfw/schedule) — checked 2026-10-22