A Handy Guide to Pronouncing Designers' Names, From Alaïa to Zegna

Open up and say Assche.

There are more than a few hard-to-pronounce designer and brand names, even for those of us who talk about them for a living. But a new video, which casts a bevy of male and female models as elocution tutors, should help you from getting egg on your face the next time you boast that Rei Kawakubo made your jacket.

The bright minds at i-D magazine created this The A—Z of Pronunciation video, in which models styled in pieces from Hussein Chalayan, Yohji Yamamoto, and Umit Benan look straight into the camera and pronounce the name of the designer they're wearing. It's a very "see a bear, say a bear" approach to instruction, and it's pretty effective too.

You won't see a male model until Miles McMillan shows up at the 1:19 mark to pronounce Kris Van Assche, but that doesn't mean you can't take a tip from a lady on how to pronounce brands that make also make menswear.

—Details associate online style editor Justin Fenner.

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