On fashion discourse

Abstract

The article is devoted to the general characteristics of one of the institutional discourses — the discourse of fashion. Along with the change in moral norms and behavioral standards of the relationship between the individual and the authorities, the individual and the collective, the nonverbal expression of individual traits to society through clothing has become widespread. In this regard, the importance of fashion discourse in society is increasing. A person shows his essence to the environment through clothes. Fashion is one of the multifaceted phenomena of modern life; accordingly, the fashion discourse is complex, intertwined with advertising, pedagogical, scientific, educational, art history, historical, media and other discourses. In the linguistic representation of the fashion world, which serves to facilitate the establishment of harmonious relationships between people, the words “discourse”, “fashion”, “clothing”, and “style” are often used. The article analyzes the use of these linguistic units.