In the ever-evolving landscape of fashion, where boundaries of identity and expression continue to shift, Jun Zhou and Yushan Li stand out as pioneers of a new vision with their brand, PRONOUNCE. Advocating for the concept of “Gender Sharing,” they challenge traditional norms, encouraging individuals to embrace their unique styles without the constraints of societal expectations.
Their journey, rooted in a shared passion for fashion and a deep respect for cultural heritage, began serendipitously at a travel gathering, leading to the inception of a brand that merges sustainability with innovative design. In this interview, Jun and Yushan share their story, insights into their creative process, and their aspirations for elevating Chinese fashion on the global stage. Join us as we explore the philosophies that drive PRONOUNCE and the transformative power of fashion in redefining identity.
Can you share the story of how you meet and decide to start PRONOUNCE together?
Jun Zhou&Yushan Li: We have been interested in fashion since childhood and also have the hobby of collecting and reading magazines. This has laid the foundation for our later decision to study fashion design abroad. We got to know each other by chance at a travel gathering. Perhaps because we have the same understanding of fashion concepts. We get along very well. Sharing the same design concept, whether it is ambition for the future vision or the willingness to express ourselves through the overall concept of a brand. After a chat after working in fashion industry for a period of time, we decided to start the brand PRONOUNCE.
What kind of lifestyle or message would you like to convey to your customers?
Jun Zhou&Yushan Li: PRONOUNCE has been advocating the concept of “Gender Sharing” in both life and fashion. It aims to enable everyone to choose their desired lifestyle and break the limitations to show their own style, rather than being bound by rules. In addition to “Gender Sharing”, PRONOUNCE’s attention to sustainability also broadens the concept of “sharing”.
The leftover scraps from clothing production in each season are used to make pet clothing, furniture wraps, and recreate daily household items, extending the possibility of “sharing”. Every object, from large buildings to small scraps, has its own value that can be shown. The same is true for people. Confidence and self-identification are important.
Recent collaborations with Pop Mart and CLOT have been impressive. How does the brand choose its collaboration partners?
Jun Zhou&Yushan Li: We like novel and interesting concept and themes that may resonate with the core of PRONOUNCE. We believe that this can burst out infinite possibilities and unexpected surprises. Whether it is clothing or non-clothing, and even whether it is in the fashion industry or not is not so important. As long as there is resonance and a spark of inspiration is generated, it will be a successful cooperation.
How do you collect inspiration when designing? Do you often incorporate traditional Chinese
elements?
Jun Zhou&Yushan Li: From the Terra Cotta Warriors in Qinling, Xi’an to the fragments of restored porcelain, and then to the philosophical allusion of Zhuangzi’s Butterfly, PRONOUNCE will dig the profound historical culture and crystallization of wisdom left to us by the ancients from many angles.
The precipitation of 5,000 years of Chinese history and culture is the source of most of PRONOUNCE’s inspiration. In China’s long long history, there are still a dazzling array of cultural elements waiting to be excavated and displayed. The PRONOUNCE team is also tirelessly presenting traditional Chinese elements and maintaining confidence and awe for all future theme elements. This is also the confidence given to us by Chinese culture.
What efforts do you think need to be made to ensure that more people recognize the power of
Chinese fashion brands?
Jun Zhou&Yushan Li: The PRONOUNCE team is still looking for Eastern traditions and ancient techniques. We live in a country with profound historical heritage. Each region has its traditional culture that has been passed down from ancient times to the present. Perhaps they have gradually faded out of modern society and the fashion trend.
But what we need to do is to bring them back and continue traditions. This process of excavating and absorbing historical culture fascinates the entire PRONOUNCE team. It is also a way for more people around the world to understand Chinese culture and Chinese fashion brands. And it is also what PRONOUNCE has been doing and insisting on until now.
What are some challenges you’ve faced while building PRONOUNCE?
Jun Zhou&Yushan Li: When we decided to establish the brand PRONOUNCE, we were already mentally prepared to face various situations. The process was not all smooth sailing. In order to achieve better development of the brand, the cooperation of the team in the simultaneous progress of multiple projects has become a challenge.
Limited time and many things that need to be done have also brought considerable pressure to the brand. For example, at the same time, it is necessary to take care of fashion week, project cooperation, and the construction of several exhibitions. This is inseparable from the division of labor and cooperation of the brand team. But at the same time, pressure isalso the driving force of the brand. Challenges make us grow.
What advice would you offer to individuals aspiring to establish their own business in the fashion
or art industry?
Jun Zhou&Yushan Li: High-quality works and the consistent brand core are still the cornerstone of a brand. There will definitely be various problems and setbacks. But we must “remain true to our original aspiration”. The difficulties on the road can be solved, and the brand core and original aspiration are the strongest backing when encountering difficulties.
Remain true to you original aspiration.
