Pronounce, established in 2016, has been active in international fashion weeks, including London and Milan, since 2017. In January, it released its 2025 Autumn/Winter collection "Romantic Sharpness" at Milan Fashion Week.

Co-founders Li Yushan and Zhou Jun are post-80s designers, and studying and working overseas has enabled them to interpret Chinese culture from a different perspective.

"Chinese designers' works naturally carry Chinese elements, just in various forms," Li said. "Expressing the viewpoints of Chinese creators is a manifestation of self-confidence and something to be proud of."

Their designs often draw inspiration from Chinese culture and philosophy.

Through innovative tailoring and skillful fabric selection, they perfectly combine the charm of the East with modern fashion. Their contemporary Zhongshan (Chinese tunic) suit design was added to the Victoria and Albert Museum collection in London.

Fashion critic Godfrey Deeny commented, "Finally a really rocking edgy Chinese street tailoring brand that looks set to have a major future. It is called Pronounce."

Li said while this might be somewhat exaggerated, the comment is inspiring. "It actually serves as a guiding light, effectively encouraging us to persist not only in building a brand or a career, but also in promoting the dissemination of Eastern culture and facilitating cross-cultural dialogue between the East and the West," Li said.