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From Jacquemus To Monse: How To Pronounce Nine Labels of The Moment

You already know the big names, but what of the young cult labels seen all over the street style pack? Grab your pencils for class is in session.
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The fashion industry is filled with its own dizzying lexicon. The strange-sounding materials and techniques, the ways to describe a trend and – the one that is endlessly debated until someone steps in to give the official pronunciation – foreign designer names. Just when you’ve finally nailed the pronunciation of “Isabel Marant” and “Saint Laurent” – the French and their Rs, am I right? – another up-and-coming designer rolls into the picture with his or her spectacular duds and equally spectacular but admittedly confusing, name.

We all know how to pronounce the big names: Louis Vuitton, Chanel, Versace, Moschino and even the tougher ones like Loewe and Chloé. (That’s loo-ey-vwey and chlo-ey, just in case you need a refresher.) What of the rising ones? The cult labels of Instagram? We picked out nine – including one that everyone should know at least by name at this point, even though it hit the Paris Fashion Week runways only three years ago – that have won the favour of everyone from editors to the street style pack and cross-checked their pronunciations with research, interviews and native speakers. If there’s a designer label with a name that you still can’t quite figure out, leave it in the comments below!

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