Pronounce presented by GQ – London Fashion Week Men’s – SS18

Marking GQ China’s collaboration with London Fashion Week Men’s, GQ China presents PRONOUNCE.  Yushan Li and Jun Zhou are the designers behind the high-end brand. They have proudly built up PRONOUNCE to be a part of the growing list of designers of Chinese menswear which showcase internationally.

This season PRONOUNCE found inspiration from James Turrekk’s mysterious photography series ‘Deep Sky’. The photographic work depicts a minimal intense black and white scene of sky drawings and light projections. Working from this celebration of shadow and light PRONOUNCE SS18 collection plays with the use of simple shades and layers of structure.The colour pallet uses shades of blue, whites, pale purples and nude colours feeding from classic Chinese workwear.

PRONOUNCE continues to explore the concept of poetic workwear through taking reference from their oriental roots, and infusing it with the westernised contemporary dialogue of menswear tailoring and design. The overall collection is one of an elegant anti-decorative way of design.

Words: Vanessa Lewis Jones

Photographer: Alexis Negrín