GQ China Present Pronounce At LFWM SS18

This season saw GQ China bring the exciting new Chinese brand Pronounce to London for the menswear shows.

Created by Yushan Li and Jun Zhou in 2016, the London-trained designers (Yushan graduated from Central Saint Martins and Jun trained at Instituto Marangoni before completing an MA at London College Fashion) returned to the city for SS18 with a bold, exciting new collection.

Working across a colour palette of burnt oranges, pristine whites and indigo blues, Pronounce’s SS18 show played with deconstructed form and maximalist silhouettes.

Pronounce Spring Summer 2018, London Menswear Fashion Week

Highlights included large pockets that occupied the main section of tops and added extreme finishes to oversized coats. Meanwhile maximal proportions also manifested themselves in supersize sleeves and low-slung, wide-leg trousers.

The style marks a continuation of Pronounce’s aesthetic, but their first LFWM show offered upgraded and more polished looks – strong use of buckle and tie details helped to nail exciting experiments with proportion and cut, without ever looking clunky or mismatched.

Other highlights included silky sheer, billowing trousers in perfect lilac and soft grey that delivered a new alternative for balmy summer days.

Having already garnered a host of accolades that includes ‘The Latest Fashion Buzz’ prize winner of the year in Pitti Uomo 91 and the nominee of Woolmark Prize 2017, Pronounce are ones to watch in menswear.

About the author

India Doyle

A contributor to titles including Vogue, the Guardian, KEIN, Rollacoaster, Wonderland and Twin magazine, India Doyle joined Culture Trip to help launch their fashion section for the EMEA region, where she focussed on giving emerging designers across the globe a platform to reach international audiences. Now based between London and Greece, she is one of Culture Trip's Greek contributors and covers cultural life in Athens.