Talk The Tongue
How structural linguistics helped create fashion linguistics and mold the fashion system, to have a stronger connection and resonance on an individual and societal level
Fashion linguistics is an emerging field that explores the relationship between language and fashion, playing a significant role in the construction and interpretation of fashion, on an individual and societal level. Fashion linguistics has and will always uncover the underlying meanings, cultural associations, and social messages conveyed through sartorial choices by playing an important role in structuring and developing marketable fashion-related texts, such as fashion magazines, runway show reviews, and social media posts, as well as analyzing how we communicate through clothing, accessories, and personal style choices.
In Thinking Through Fashion Rocamora and Smelik talk about many theorists who played an important role in the non-linear anthropological development of fashion. In the 1950s Roland Barthes, a French theorist who serves as a foundational reference in this fascinating field of study, was the first theorist to apply Swiss Linguist Ferdinand De Saussure’s structuralist theory of linguistics to his book The Fashion System. In his book, Barthes states that fashion is nothing more than a system of signs producing, not clothing but rather an abstract notion of Fashion, and because of this abstraction Fashion is a reflection of the world. Barthes’s book has helped individuals identify themselves through fashion trends and has also created a spark between high cultures and mass cultures, shedding light on the beautiful and the ugly of their dynamics in our societal and cultural system.
Today, linguistic tools, such as metaphors, similes, and brand names, play a crucial role in the fashion industry as they effectively convey specific fashion trends, concepts, and styles that resonate and identify with enthusiasts and consumers. These linguistic devices not only add depth and subtlety to the overall fashion narrative but also enable fashion enthusiasts and consumers to better grasp and interpret the ever-changing trends that influence the industry.
Metaphors can create striking visual imagery, allow designers to imbue their collections with a certain aesthetic appeal, and resonate with their target audience. Similes offer a more direct and relatable comparison, enabling fashion brands to establish connections and associations between their products and consumers’ interests. Brand names themselves carry immense power, as they often become synonymous with certain styles or trends, embodying the essence and identity of a fashion label.
Whether it's the timeless elegance communicated by a luxury brand or the edgy, youthful vibe exuded by a streetwear label, linguistic tools serve as valuable means of communication in the fashion world, helping to shape and define the fashion landscape that remains flexible due to the ever-evolving personal and public identities in our societies. Fashion linguistics helps fashion designers tap into diverse cultures and the formation of identities through sub-cultures, by facilitating ways for individuals or groups to express themselves through clothes.
References
Barthes, R. (1990). The fashion system: Translated by Matthew Ward and Richard Howard. University Of California Press.
Britannica, T. Editors of Encyclopaedia (2023, November 8). Roland Barthes. Encyclopedia Britannica. https://www.britannica.com/biography/Roland-Gerard-Barthes
Britannica, T. Information Architects of Encyclopaedia (2023, December 29). Ferdinand de Saussure. Encyclopedia Britannica. https://www.britannica.com/facts/Ferdinand-de-Saussure
Rocamora, A., & Smelik, A. (2020). Thinking through fashion: A guide to key theorists. Bloomsbury Visual Arts.
