Fashion brand names are hard and we're all guilty of mispronouncing a couple.
Channel? Gucky? Lan-win? Sound familiar?
Sieve, an Indian e-mag, decided to stop us from making these faux-pas by spelling the pronunciations in Devanagari script in a campaign called #FuhSeFashion.
Sieve was "started by a couple of people who consume fashion all day, everyday," a spokesperson said in an email to BuzzFeed India.
Now all you need is a butt load of cash and you're ready to go shopping.