This essay aims at highlighting the language of fashion as presented in «Vogue Italia», which is probably the most important Italian fashion magazine today. After a short history of the magazine, the essay compares two corpora of articles taken from «Vogue Italia»: the first one from the magazine’s first decade (i.e. 1965-1975), the second one from the decade 2002-2012. The comparison points out different textual approaches, going from openly advisory to denotative, and syntactical constructions, in the direction of a terse style. But the essay especially focuses on the fashion lexicon, characterized by words coming from French and, increasingly, from English; by neologisms, which point out the role of «Vogue Italia» in innovating and spreading fashion language; and, finally, by compounds and derivatives, showing the strong but decreasing power of the Italian language to create new technical words.
Keywords: Italian, fashion language, fashion magazines, loanword, neologism, word formation