Abstract
Fashion discourse is considered as a thematic discourse that has the status of an institutional one in the Russian-speaking space, forming the basic ideas (ideology) of the society regarding women’s fashion. The study was conducted on the material of four different fashion magazines published in 1886, 1927, 1979 and 2022. We used a discourse analysis technique that takes into account the relationship between the title and content of the journal; the quality and intensity of the incentive intention; composition of abstract vocabulary with an evaluative component (concepts); style. The relationship of fashionable discourse with other social discourses, in particular advertising and political discourses, specific for each time slice, is revealed. It is shown that the linguistic means used by fashion discourse agents demonstrate the process of turning a fashion magazine for women into a specialized publication that requires certain training from the addressee.
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