Shanghai Fashion Week Opening Show Pronounce Designers Have Been Trying To Improve Oriental Elements.

The opening ceremony of Shanghai fashion week 2018 autumn and winter is Pronounce.

This 2016 year old Chinese men's wear brand registered in Italy is one of the youngest and fastest growing men's clothing brands in Shanghai fashion week.

Designers Li Yushan and Zhou Jun have worked in the brand Yeezy of Singapore luxury brand management company F J Benjamin and Kanye West respectively after graduation.

Since the first appearance of Labelhood's "GQ men's wear day" in the independent designer's exhibition area in October of that year, and the opportunity to go to London for the two time in 18 years, they have released four seasons in Shanghai fashion week, and soon settled into the shop, such as Lian Crawford, I.T., long pillars and famous brands.

This season has been shown on the London Fashion Week in 1 months. After returning to Shanghai, it chose for the first time to highlight Pinghu's showcase in the new commercial world, rather than the "fashion show" that emphasized creative expression and interaction with audiences in the past.

"Localization thinking" is a concept repeatedly emphasized by Li Yushan and Zhou Jun.

They will test new ways of expressing Oriental elements in different series.

Last season, after studying the photographs of Japanese artist Sugimoto Hiroshi, they decided to create light and shade for clothing with tailoring, fabric splicing and gray color adjustment.

During this season, two designers found the research materials and tailoring of Chinese tunic suits in an old tailor shop in Shanghai's Yuyuan Road, and then replaced the Chinese tunic suit with woolen effect coated wool fabric and bright pink, making it look more modern and softer. 80

The "infinite" Mobius ring is a visual element that runs through all the time. It appears in the form of printing, Logo, knitting, plum blossom buckle and so on.

Different positions.

Zhou Jun said that in order to avoid technological convergence and protect originality, Pronounce will not share factories with other designers, and seek exclusive cooperation with handicraft shops in Shanghai and Italy.

The sweaters in this series are hand knitted by 20 Li Yushan's aunt found in Inner Mongolia, and then pported back to the studio, which is hand crafted by designers.

But in order to balance business, Pronounce will lower the rate of clothing.

Prior to receiving BoF interview, two designers said: "other brands like Jil Sander must reach 10, we do 5, 6 is good.

We hope that the prices faced by consumers will be reduced and the prices of buyers will increase.

Now the price of goods in Europe is between 60 percent off and 50 percent off, 73% off before.

Pronounce's orders in the past were mainly fashion week in Shanghai. Since its debut in London Fashion Week in June 2017, it has begun to expand its overseas market. In Paris's No Season Showroom, it has entered the Losangeles ordering shop Lorenzo H and San Francisco buyer shop 3 Standard Stoppage.

Pronounce's team currently has only 10 people, and brand marketing mainly relies on the support provided by GQ Zhi from 2016 years.

Zhou Jun said he hoped to control the design and procurement departments first and find the appropriate brand marketing team.

As for the expansion of retail channels, Zhou Jun also said that the operation mode of online sales is not yet understood, but he also wants to communicate face-to-face with consumers through the line, so that they can watch and touch.

Understand the brand and get intuitive feedback.

It is worth mentioning that the main show has been looking for younger people over the years, or hoping to enhance brand image through cross-border marketing.

This year, Wang Congqing, President of HTC Vive China, also appeared in the show as a model.

HTC launched the VR product brand in March 2015 and cooperated with Pronounce. Two designers wore the VR helmet to design the purple windbreaker that Wang Congqing displayed.

In an interview with Wang Congqing, he also mentioned that they launched millions of dollars in the VIVE ARTS Global Virtual Reality Art Program in November last year, saying that they hoped to demonstrate the possibility of VR technology with more cross-border cooperation.

But sales volume is a problem that HTC Vive has been avoiding.

According to a statistics from SuperData, a survey company, last June, Samsung Gear VR (5 million part) and SONY PlayStation VR (1 million) had already surpassed HTC Vive (420 thousand) and Oculus Rift (243 thousand).

The Steam hardware and software survey released by 2 Valve this year showed that Oculus Rift also exceeded HTC Vive for the first time, becoming Steam platform.

The highest share of VR equipment.