Peculiarities of the functioning of the English lexeme “fashion” as a dominant unit of fashion discourse (based on the material of the Russian linguistic digital space of the Internet)

The aim of the work is to determine the peculiarities of the functioning of the English lexeme “fashion” and its combinations as a dominant unit of fashion discourse in the Russian linguistic digital space of the Internet. The paper considers the functioning of the English lexeme “fashion” and its combinations in the receiving (Russian) language, its multilevel entry, describes the structural characteristics, suggests a thematic description. The scientific novelty of the work lies in taking a comprehensive approach to the study of the peculiarities of the English lexeme “fashion” in the modern Russian language based on the linguistic digital material of the Internet. As a result of the research, 144 English-language borrowed units with the key component “fashion” were detected, 14 thematic subgroups of the English borrowings were identified; such thematic subgroups as “Education”, “Business”, “Professions and positions”, “Professional products of activity” were highlighted. These subgroups contain the largest number of combinations with the key component “fashion” and are attributable to the scientific and technological progress, the complication of production processes, digitalisation, globalisation and other processes.