Pronounce’s Spring-Summer 2026 Collection: Flowers Amidst Concrete
Pronounce’s SS26 Fashion Show was held in the spaces of the Sozzani Foundation, and the choice was by no means accidental; on the contrary, it was the first step in welcoming and understanding Jun Zhou and Yushan Li’s concept for their new collection. Among the cemented floor, bare walls with iron, ceramic, wood and paper works by Kris Ruhs, Pronounce’s clothes bloomed like flowers in spring.
The independent brand founded in 2016 by Jun Zhou and Yushan Li has been telling its story lately through strong concepts: the weaving of rope and mud, the technique of origami, and the symbolism of the animal kingdom.
For this latest collection, however, Pronounce wanted to work on a subtraction made of organza and satin, geometric jackets with belts, leather Bermuda shorts, and trench coats with fluttering shapes. Following a gender-shared philosophy, models wore organza in ethereal tunics with ruffles at the back, as well as in sheer, wide sleeves and legs or even in petticoats and miniskirts layered over soft pants. Green and pearl yellow embellished trench coats and hoodies, softened by this choice of materials and the addiction of bows. The bow theme was repeated like a mantra on the collars of shirts, paired with Bermuda shorts and sneakers or leather dungarees with a low-waisted maxi belt.
Alternating with these ethereal, floral-inspired garments, Pronounce also wanted to celebrate the city, with structured black jackets, which the designers paired with stiletto heels for women, or leather micro shorts for men. In this contrast between dark colors and pearly reflections, between the straight lines of leather and the broad lines of satin, Pronounce thus encapsulated the eternal alternation of day and night, of everyday city life and the need to let in a little magic.
Text: Anna Zucca
Foto: Niccolò Campita
