Dal marabù al bodysuit : "Vogue Italia" e la lingua della moda

This essay aims at highlighting the language of fashion as presented in «Vogue Italia», that is, the most important italian magazine given up to fashion updating. After a short story of the magazine, the essay compares two corpora of articles taken from «Vogue Italia»: the first one from the first decade of the magazine (i.e. 1965-1975), the second one from the decade 2002-2012. The comparison points out different textual approaches, going from openly advisory to denotative, and syntactical constructions, in the direction of a terse style. But the essay especially focuses on the fashion lexicon, characterized by loan words from French and, increasingly, English; by neologismes, which point out the role of «Vogue Italia» in innovating and spreading fashion language; and, finally, by compounds and derivatives, showing a strong but decreasing power of Italian language in creating new technical words.