Pronounce Celebrates 10th Anniversary with "Through Her Eyes" Collection at Shanghai Fashion Week

At Shanghai Fashion Week, Pronounce commemorated its decade-long journey with a distinctive collection titled “Through Her Eyes.” Designers Yushan Li and Jun Zhou, the creative minds behind the brand, conceptualized this presentation as an exploration of gender dynamics—masculinity and femininity—viewed through a uniquely female lens. Their approach emphasizes shifting perspectives rather than adhering to a traditional female gaze, resulting in a collection that is both profound and accessible.

Pronounce's Landmark 10th-Anniversary Collection: A Vision Unveiled in Shanghai

On October 12, 2026, during the bustling Shanghai Fashion Week, acclaimed designers Yushan Li and Jun Zhou of Pronounce presented their highly anticipated 10th-anniversary collection, aptly named “Through Her Eyes.” This collection delves into the sophisticated interplay of yin and yang, reinterpreting conventional notions of gender identity within the realm of fashion. The designers' vision manifested in a series of garments characterized by streamlined silhouettes, gentle tailoring, and adaptable, unstructured elements perfect for versatile layering. These designs, while minimalist in their abstraction, maintained a connection to everyday wearability, eschewing overly conceptual complexities.

The collection skillfully blurred the lines between masculine and feminine aesthetics without making overt statements about gender fluidity. Influenced by traditional Eastern sartorial codes, the pieces featured reconfigured proportions and construction, suggesting a desire to infuse classic elements with a contemporary, liberating spirit. A significant aspect of the presentation was the inclusion of a diverse cast of models, ranging from youthful figures to more mature women, reflecting the brand's appreciation for individuality shaped by life experiences. The show culminated in a memorable, spontaneous appearance by Dr. Qin Huilan, a distinguished retired physician from Shanghai, known for her passion for luxury brands like Prada and Miu Miu. Dr. Qin, who previously graced the Miu Miu runway in Paris, unexpectedly joined the final model for a walk, a gesture the designers later revealed was conceived just hours before the show. This unrehearsed moment perfectly encapsulated the collection's effortless charm and its understated yet powerful message.

Pronounce’s evolution over the past decade is evident in this collection. The brand has transitioned from its earlier subcultural inspirations to a more refined focus on individual personality, the tactile quality of materials, and how clothing interacts with the body. Li and Zhou note that their audience has matured alongside the brand, developing a deeper and more subtle appreciation for their work. For these visionary designers, continued growth is not about abandoning their past, but rather enriching it with more nuanced and insightful interpretations.