Translated by
Nicola Mira
Jan 7, 2020
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Pronounce presents collaboration with Diesel

Translated by
Nicola Mira
Jan 7, 2020

Yushan Li and Jun Zhou, the founders of Italian-Chinese label Pronounce and guests of honour at the Pitti Uomo show last June, have drawn on the denim heritage of Diesel, introducing 18 looks from their unprecedented collaboration with the Italian label at Pronounce's show for the London Fashion Week Men’s.

Yushan Li, Renzo Rosso and Jun Zhou - © Diesel

Only part of the Pronounce-Diesel unisex capsule collection was unveiled in London on January 4, since the rest of its looks are set to be showcased at the Shanghai Fashion Week next March.

Following the Shanghai show, the whole capsule collection is expected to be available at Diesel stores in China, as well as at the label’s leading international flagships and its main distributors.

To create the collection, Pronounce’s designer duo travelled to Diesel’s headquarters in Breganze, northern Italy, in order to delve into the label's historical archives, featuring over 175,000 items.  “What hugely inspired us was the direction taken by Diesel from its inception until today, especially the extensive filigree work,” said Li and Zhou.

A look from the Pronounce-Diesel collaboration - © Pronounce

“I was impressed by the items and the details Yushan and Jun picked from our archives, and by how they interpreted them in the most modern fashion,” said Renzo Rosso, founder and president of the OTB group, the owner of Diesel. Filigree and tie-dye techniques are the creative threads running through the collaboration, as the designer duo had fun playing with logos and detachable panels.

Pronounce isn’t the first Chinese name to work with the king of Italian denim. Artist William Chan and singer Chris Lee have notably collaborated on projects with Diesel, which in a few weeks will welcome a new CEO, Massimo Piombini, formerly with Balmain. 

Pronounce was founded in 2016 and is currently distributed via some 50 multibrand retailers, including Browns in London and L'Éclaireur in Paris.


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