It took only two years after graduation (Saint Martin School and London College of Fashion) for Yushan Li and Jun Zhou, PRONOUNCE’s founders, to be part of London Fashion Week Men official runway calendar. Helped by post-grad years spent between YEEZY studio in LA, Zegna in Milan, collaboration with Lane Crawford, they promptly became the new designers to watch. PRONOUNCE intertwines East and West, traditional Asian silhouettes (oversized, conceptual, genderless, symmetrical) with European details (fabrics, tailoring, workwear) flirting between British and Italian heritages. The last three seasons, while slightly influenced by Craig Green (cutouts, oversized top meets narrow waistline meets oversized pants, attachments, layering) offer countless unique details especially on on pants (side buttons, fabric contrasts). The new SS18 presented over the weekend in London continues to integrate Eastern influences with its dropped shoulders, sleeveless jackets, pleated pants…. It’s again a smart juxtaposition of different influences while not completely complying to one particularly.