Glossy words: an analysis of fashion writing in British Vogue

König aims to identify the most distinctive or enduring elements of fashion text appearing in Vogue between 1980 and 2001; and to analyse closely the content, tone, lexicon, and cultural references in order to identify patterns of continuity or change. Once these parameters have been established, the author argues that it becomes possible to contextualise findings within a framework of existing work in this area, and to discuss broader cultural issues pertaining to the language of fashion and textual constructions of the fashion world. The article concludes that written fashion is less rigid and predictable than has previously been suggested. The language of fashion might best be regarded as multidimensional, with a range of different qualities and conventions utilized at different times and in different contexts. However, over the past twenty years there has been a shift toward less critical and more homogenous fashion writing. Over the years Vogue has tried to move on from its traditional and partly elitist roots, yet König argues this may have been at the expense of an assured and recognisable identity. Given that words mediate our understanding of fashion, the subject's scope could be impoverished by a lack of linguistic variety.