In the category of embarrassing: mispronouncing brand names

This will never happen to you again

I really heard her say it. Without hesitation, shame, anything: I also want that bag from SènT LauranT. A little shiver down the spine. Look, now I really don't want to say that I never make a blunder – I think I've only been pronouncing it correctly for about two years Proenza Schouler normally, Pro-enza Skoeler so – but some mispronunciations really can't happen anymore.

And with fashion weeks approaching (May has parked her butt at the haute couture show of Chanel at this moment by the way) it might be time for a little refresher. Behold the 11 brand names that are most often mispronounced.

1. Hermès

Not Her-mes but Er-mez. The ‘h’ – as is often the case in French – is not pronounced. The ‘s’ at the end sounds more like a ‘z’.

2. Levi’s

Not Lee-vies, but Lie-vais. Yep, and I still make this mistake sometimes. Sorry Elke.

3. Moschino

Not Mo-sjie-no but Mos-kie-no. I always think of ‘mosquito spray’ and then it comes out right.

4. Saint Laurent

San Loh-rahn. And the Yves is gone yes, in case you missed that.

5. Nike

Not Naik, but Naai-kie. Years said wrong, just so you know.

6. Lanvin

Lahn-vahn. And again: it’s all in the French hollow sounds.

7. Loewe

Loe-wev-eh (by the way, think of Spain).

8. DKNY

I've also heard this in Dutch HAHA. “Dee-kaa-en-iegrek.” The biggest joke on earth. Die-kee-en-wai then, an abbreviation of Donna Karan New York.

9. Christian Louboutin

Christian Loe-boe-tan (and then with such a soft n at the end that you actually don't hear it).

10. Louis Vuitton

Loe-wie vie-tohn. Louis van Gaal, are you paying attention?

11. Givenchy

Dji-fan-sji. Bring out your inner croissant girl and you have it immediately.