Abstract
This article analyzes the conceptual framing of inclusion and exclusion in fashion discourse, discussing how women are denied or restricted the access to the bounded space of fashion based on a part of their identity, be it their race, religion, disability, gender identification, body weight, or social class. It relies on the data corpus is 1061 Vogue articles, collected between July 2019 and June 2020 and analyzed qualitatively. The current study complements ample research on the container metaphor in political discourse and aims to open a debate on the role of this metaphorical model in a so far largely overlooked discourse of fashion. Drawing on the Conceptual Metaphor Theory and Critical Discursive Psychology, I demonstrate how the container metaphor pinpoints the repertoire of inclusivity, problematizes the dichotomous relationship between the center and periphery of the fashion industry, and normalizes roles of insiders and outsiders in fashion.
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