PRONOUNCE SS25 at Milan Fashion Week

PRONOUNCE SS25 / Spring Summer 2025 at Milan Fashion Week entitled The Wild, Wild Garden

Grace Chang, known in Chinese as Ko Lan, is a Hong Kong actress and singer. She was a popular idol in the 1950s and starred in the movie “The Wild, Wild Rose” (1960) which inspired this collection. Antagonism and romantic relationships.

Imagine Grace’s soul traveling to the present day, embodied in a new skin of unknown gender. He,She,They who once scorned love, launched an offensive against the honest and simple former music teacher XX with a “conqueror” mentality. The soul discovers that the great spirit of self-sacrifice is the true nature of “Wild”.

“Not enough wild, but more than noble”. On the surface, she is ruthless to her lover, but in reality, she harbours a great sentiment of self-sacrifice. The “wildness” in the play conveys the fact that while love is supreme, it is always mocking love and constantly emphasizing its destructiveness. This “destructiveness” has also created the language of this Pronounce SS25 collection, including the handmade textile patchwork with a sense of rupture, the sense of falling cloth pieces and the intentional exposure of skin.

The three-dimensional winding ropes that turn and wrapped, and contemporary Chinese tunic suit made of threaded jersey material along with with workwear-style and long proportion fringe-like skirts, they interpret love relationships in 2024.

In PRONOUNCE SS25 / Spring Summer 2025 collection, the hand-woven insect craftsmanship of the 1980s/1990s in China is re-presented. Straw weaving, a traditional Chinese folk handicraft, is a handicraft woven using wild resources such as cattail grass, corn husks, wheat straw, and tree sticks. The small insects and plants are hand-woven by craftsmen who have worked for many years in the studio and around, taking up to 500 hours of work.

Upcycling fashion – through clever weaving techniques, they can be turned into handicrafts. The use of vine elements made of scrap fabric is prominent throughout PRONOUNCE SS25 / Spring Summer 2025 collection.

These handmade fabric linear vines with abstract language echo the theme of “Wild Garden”. Grapes, butterflies, grasshoppers, dragonflies, cicadas, and small crabs are hidden in PRONOUNCE Spring Summer 2025 collection garments. The exposed skin serves as a metaphor for the ambiguous relationship between the two people. When a relationship does not require results, the experience of the process becomes the key.