Fauna-inspired fashion through the English language glass

Alla Belova
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Abstract

The article deals with representation of animal-inspired fashion highlights in the English fashion discourse with the focus on evolution of naming systems, categorization, multimodality, advertising and marketing strategies valid for online commerce. Animalistic motifs are considered on the basis of language-naming practices for clothes, footwear, accessories, jewelry and make-up. Fashion has become an important field of communication in modern world. Now it generates multimodal fashion discourse and refined fashion narrative with countless articles and innumerable posts on social media, Instagrammable looks of celebrities and influeuncers imitated by thousands of fashion fans. Glamorous fashion events are prominent social gatherings, which entail extensive international media coverage making a noticeable domain of online landscape. In the 21st century, radical changes in fashion were triggered by ecology movement and animal advocacy movement. Wild and domestic animals were used for clothes making for centuries but in the 21st century due to animal personhood movement and vegan fashion animals are likely to turn into a mere source of inspiration for designers. The shift in world vision and values triggers changes in customers' mentality and promotes creativity of fashion designers. Animal-inspired prints, gowns, footwear, accessories become means of self-expression and personification. Modern designers reinterpret the iconic images of the past bringing fashion to a new level what results into new word coinages in English, new distribution of fashion lexemes. Ergonyms – names of fashion items – contain indexical signs and might get associative meaning and emotional meaning being connected with famous people and celebrities. The list of animalistic fashion terms with indexal names is getting longer in the wake of the attempts to introduce new prints into fashion industry. Online business dictates advertising and marketing strategies with catchy names, slogans and detailed linguistic description of goods. Naming conventions are being changed as animal-prints get connotations, associations; lexical units acquire occasional intensifiers and determiners. Playfulness of animal-inspired fashion items is conveyed via humorous names and naming components. Zoomorphic accessories give rise to new portmanteau words. Modern fashion discourse proves linguistic practices and naming conventions are becoming more sophisticated and intricate.
透过英文玻璃展现动物灵感的时尚
本文探讨了英语时尚话语中以动物为灵感的时尚亮点的表现,重点讨论了在线商务中命名系统、分类、多模态、广告和营销策略的演变。动物图案是在服装、鞋类、配饰、珠宝和化妆品的语言命名实践基础上考虑的。时尚已经成为现代社会一个重要的传播领域。现在,它在社交媒体上产生了无数的文章和帖子,产生了多模式的时尚话语和精致的时尚叙事,成千上万的时尚粉丝模仿名人和有影响力的人的instagram造型。迷人的时尚活动是重要的社交聚会,需要广泛的国际媒体报道,成为网络景观的一个引人注目的领域。进入21世纪,生态运动和动物保护运动引发了时尚的巨变。几个世纪以来,野生动物和家畜都被用于服装制作,但在21世纪,由于动物人格运动和素食时尚,动物很可能变成设计师的灵感来源。世界视野和价值观的转变引发了顾客心态的变化,促进了时装设计师的创造力。以动物为灵感的印花、礼服、鞋类、配饰成为自我表达和拟人化的手段。现代设计师重新诠释了过去的标志性形象,将时尚带入了一个新的水平,这导致了英语新词的产生,时尚词汇的新分布。同义词——时尚单品的名字——包含索引符号,可能与名人和名人联系在一起,具有联想意义和情感意义。随着人们试图将新印花引入时尚界,带有索引名称的动物时尚术语越来越多。网上商业用朗朗上口的名字、口号和详细的商品语言描述来决定广告和营销策略。命名惯例正在改变,因为动物图案有了内涵和联想;词汇单位偶尔获得强化词和限定词。以动物为灵感的时尚单品通过幽默的名字和命名组件来传达趣味性。兽形配件产生了新的合成词。现代时尚话语证明,语言实践和命名惯例正变得越来越复杂和复杂。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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