Fashion Anglicisms in Modern Greek: A preliminary investigation

Abstract

English nowadays is the dominant language in the domain of fashion since English and American companies lead the fashion industry worldwide. As a result, a high number of English fashion loanwords have entered the languages of the world and become part of their vocabulary. A considerable number of Anglicisms regarding fashion is attested in Modern Greek too. This work is a preliminary investigation of fashion Anglicisms in MG through their appearance in Greek online shops and social media pages of fashion stores and magazines. Our investigation shows that fashion Anglicisms in MG are present in the MG vocabulary and are used by MG speakers in their transliterated or non-transliterated forms. In particular, we examine in detail how Anglicisms exist in their non-transliterated form in the MG language system, a fact that is, among others, related to prestige perceptions of English that are dominant in Greek society.