Keywords : Fashion communication
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 315-319
This paper focuses on how English Language is used in the Fashion Industry. The study of fashion has been long neglected in academics than any other social or cultural trend, representing the more important political and historical zeitgeist of a time period. This paper takes up the study of fashion with a "theoretical facelift." English as an original theoretical framework delineates fashion's communicative frameworks as cloth, drape and belt, this work analyses the conceptual meaning of runway performances. English Language is involved in fashion advertising and plays the role of defining consumers for purchased or consumed goods the better their everyday lives. Ads depict the erroneous mirage that people are more successful, worthier, and physically beautiful based on their specific brand identity and consumption habits. Designers use the conceptual runway performance elements of time, advertisement, place, environment, music, model appearance and actions to explain and reinforce the message that their clothing communicates, while conceptual fashion shows are often characterized as spectacles intended to stimulate the popularity of a label and ultimately boost sales. This aims to provide a basis for the explanation of English as a language for fashion.