Culturonyms in Fashion Discourse: A Linguistic and cultural Perspective

Abstract

This study explores the role of culturonyms—terms derived from cultural or national identifiers—in contemporary fashion discourse. As fashion becomes increasingly globalized, linguistic markers of culture gain prominence in brand narratives, product naming, and consumer engagement. Using a corpus-based analysis of fashion media and advertising texts, this research investigates how culturonyms are employed to construct identity, authenticity, and prestige. The findings reveal that culturonyms serve as powerful semiotic tools, encoding cultural meanings that shape consumer perception and market positioning. The study contributes to understanding the intersection of language, culture, and commerce in the fashion industry.