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H&M collaborates with Chinese brand PRONOUNCE


Fast-fashion giant H&M joins hands with the Chinese brand PRONOUNCE for a PRONOUNCE x H&M genderless collection.

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This collaboration is based on H&M’s Blank Staples line, which is a collection of men’s streetwear essentials that was first introduced in August 2020. PRONOUNCE x H&M

Source: H&M China

Inspired by Dunhuang’s Crescent Lake and traditional Chinese myths, this capsule collection features mythological geometric figures, bringing a different feel to the wardrobe.

This collection will be available in designated H&M stores across mainland China, HM.COM.CN online store, H&M official WeChat mini-program, H&M official APP and H&M Tmall flagship store on 8th April 2021.

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The PRONOUNCE x H&M partnership marks the group’s second time in collaborating with Chinese designer, after fashion designer Angel Chen in 2019.

Source: H&M China

Established in 2016 by designer duo Yushan Li and June Zhou, PRONOUNCE is a prominent modern menswear brand in China that pushes the boundaries of “genderless” concept. The brand is active on London Fashion Week and has collaborated with Diesel.