If you’ve ever hesitated before saying "Hermès" or "Jacquemus" out loud, you’re not alone. In fact, research shows that while 62% of people recognise the name Hermès, only 15% can actually pronounce it correctly.
To fix these collective fashion faux pas, Duolingo has teamed up with "Next in Fashion" designer Megan O’Cain to release "The Phonetic Collection", a line of bold streetwear that transforms luxury brand names into wearable, easy-to-read pronunciation guides.
Fashion meets language
The capsule collection takes well-known luxury fashion names and breaks down how they should be pronounced.
These brand names, including Hermès, Jacquemus, Givenchy and Moschino, have been transformed into graphic designs that can be worn on clothing.
Rather than relying on complicated explanations, the pieces simply spell out the names phonetically, giving the wearer a quick guide to saying them correctly.
For example, the collection features pronunciation guides such as “zhahk·moos” for Jacquemus and “air·mess” for Hermès.
According to a survey conducted by Duolingo, 62% of Americans said they could correctly read the word “Hermès”, but only 15% actually pronounced it correctly.
That difference highlights just how easy it is to recognise a luxury brand without necessarily knowing how to say its name.
From pronunciation guide to wardrobe
The seven-piece collection includes bright lime jackets, crisp white blouses and yellow cropped bombers with the phonetic spellings taking centre stage across the garments.
The pieces are bold without making the idea feel overly complicated, and the typography is easy to understand at a glance, meaning the clothing works as both a fashion statement and an instant pronunciation lesson.
It also gives the collection a playful quality because rather than treating language learning as something that has to happen in a classroom or through an app, Duolingo and O’Cain have brought it into everyday life.
Someone wearing one of the pieces could essentially become a walking fashion pronunciation guide.
Why the idea works
What makes the collaboration work is that it tackles a problem people may not even realise they have until they find themselves in a conversation about fashion.
Luxury fashion names come from different languages and cultures, which means their pronunciation does not always match the way everyone around the world might naturally read them.
By putting the pronunciation directly onto clothing, the collection makes learning feel less intimidating and much more accessible.
It is also a clever reminder that knowing fashion is about more than recognising a logo or owning a particular designer piece.
Being able to correctly pronounce the names behind some of the industry’s biggest labels can make people feel more confident when talking about fashion.
A lesson you can wear
For O’Cain, the concept comes from the idea that fashion and language have more in common than we might think: both can be learned.
The collaboration brings that idea to life by turning something as simple as pronunciation into part of the design itself.
It is an approach that feels relevant in an industry where fashion, language and culture constantly overlap.
A designer’s name can carry information about where they come from, their heritage and the influences behind their work, making pronunciation more than just about getting a word right.
With “The Phonetic Collection”, Duolingo and O’Cain have managed to turn a common fashion faux pas into something useful and surprisingly stylish.
kamogelo.makhura@nationalmg.co.za