Pronounce FW24 at Milan Men Fashion Week

Pronounce FW24 at Milan Men Fashion Week entitled Zhuangzi’s Butterfly. Pronounce presents a Fall Winter 2024-2025 collection that transcends the boundaries of reality, delving into the ethereal realms of Zhuangzi’s butterfly dream.

The Chinese philosophical classic Zhuangzi – a great Taoist thinker, he fell asleep one day and dreamed that he was a butterfly. When he woke up, he did not know whether he really was a man who had dreamed he was a butterfly or whether he was a butterfly now dreaming he was a man.

Infinite to nothingness – Nothingness to infinite.

Butterflies / Insect flight paths / Ropes / Lines / Threads are blending symbolism with sartorial craftsmanship. Three-dimensional corduroy rope entwines the brand’s iconic Chinese “Gourd Húlu bag” (The húlu, as the calabash is called in Mandarin Chinese, is an ancient symbol for health).

Hu Die (1908 – April 23,1989), also known as Butterfly Wu, an iconic Chinese actress during the 1920s and 1930s., lends her name to the collection, embodying the ephemeral beauty and unpredictability that threads through life. The interplay between planned actions and unexpected events takes center stage in a captivating East-West Dialogue, where Cheongsam meets Mao suit and denim suits encounters meticulous tailoring.

Pronounce FW24 collection features knitwear, coats and denim suits, utilizing edge fabrics of various materials and hand-cut ropes with infinite trajectories, lightweight double-sided alpaca, silk mohair pullovers, silk alpaca fleece, white cotton twill and coated merino wool. An ultra-light fleece work suit in silk and alpaca adds an avant-garde touch to the ensemble.

Mongolian artisans contribute their expertise to craft alpaca knitted hats, seamlessly integrating traditional craftsmanship with contemporary design.

UNDETECTED hand-made all jewelry for this collection. AOKANG is the shoe collaborator for AW24 Show. Preview looks of PRONOUNCE X POP MART X THE MONSTERS capsule collection revealed in the show.

This Pronounce Fall Winter 2024-2025 collection is partly an interpretation of real life, partly an interpretation of images in dreams. A fusion of objective reality and uncertainty.

Is there something that we can know 100% for certain? We would rather live in a dream.