Pronounce’s spring 2027 collection marked the second part of the brand’s 10th-anniversary celebrations, which began with the fall 2026 collection. A decade after their debut, Jun Zhou and Yushan Li still feel like children who continue to ask questions—of the world and of themselves. They wonder what Pronounce will become over the next 10 years and, in searching for an answer, found themselves drawn towards a more spontaneous approach.
“Over time, we have explored themes that deeply interested us, from childhood memories we wanted to better understand to cultural references connected to the East,” said the designers. Zhou and Li want their Eastern sensibility to be present beyond surface-level elements. For this reason, the collection was a continuation of previous seasons. The designers wanted to further investigate ideas they felt had only been explored on a superficial level, focusing in particular on one of the central concepts of Taoist philosophy: Qi, the vital life force, which they described as “a light energy flowing through the sky.”
While the collection, “Tiny Voyager” shifted the focus towards travel as a symbol of discovery, the real protagonists were the identities encountered along the journey. “We are inspired by real people, and we ask ourselves why people are the way they are and why they choose to represent themselves in certain ways. The individuals we imagine dressing, however, are those who want to challenge a conservative system,” they said.
The fabrics and silhouettes reflected a pursuit of lightness, as a physical quality and a state of mind. Across tailoring, shirts, ties, workwear and sportswear, structure and comfort coexisted. References to traditional Chinese dress could be seen in the reinterpreted pleated construction of the horse-face skirt, as well as in the proportions and collar details of shirts and outerwear inspired by Ming Dynasty garments, and in the Zhongshan suit. From printed Chinese homespun fabrics to memory fabrics, from cotton and linen to sheer and semi-sheer materials, the textiles formed a journey through the designers’ memories.
The same applied to the color palette, built from a collection of memories: kite blue, spring green, sun-faded yellow, pomegranate red and deep leather brown. Among the season’s novelties was the brand’s first leather bag, developed following a journey through Eastern China to study traditional artisanal techniques.
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