Chinese fashion icon Li-Ning is joining creative forces with one of the country’s hottest emerging brands, PRONOUNCE to create a Lane Crawford global exclusive capsule collection filled with cool menswear that embraces a distinctly sportswear edge.
For over two decades, the eponymous sportswear brand founded by ex-Olympian Li Ning has been a titan of the local fashion scene; with thousands of stores across China. More recently, the brand has set its sights on global expansion and has become more fashion-led, appearing at key global fashion weeks. “We aim to become a world-class label,” says spokesperson Henry He. “So our product range is expanding and becoming more practical.”
The other half of the equation, Pronounce, is an up-and-coming label founded in 2016 by designers Yushan Li and Jun Zhou. The brand showcases its collections at London Fashion Week and is based between fashion capitals Milan and Shanghai. This fusion of transnational influences and cultures are manifest in “gender sharing and real-life inspirations,” says Li.
The evolution of Chinese design is clear to see in the design success stories of both brands – and this collection is in part thanks to Lane Crawford, who initiated the partnership. “Combining the DNA of both brands to develop this capsule collection has been such an inspirational journey for us, especially because Li-Ning represents China for us,” says Li from Pronounce. The admiration is mutual. “Pronounce is one of the best designer fashion brands in China. Texture-focused fabrics, novel and sleek tailoring are their calling cards,” states Li-Ning spokesperson, He.
True to form, the brands turned to their legions of fans to create a series of distinct and cool images for the collection’s campaign. Pieces were sent out to a group of social media call-out volunteers, who were given free rein to style, shoot and produce the images as they wanted, resulting in a highly individual and realistic aesthetic.
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