Fashion terminology in contemporary fashion magazines

U radu se analiziraju posuđenice s ciljem uvida u obilno korištenje posuđenica naročito anglizama. Građa se prikupljala iz modnih časopisa Elle, Buro 24/7, Cosmopolitan, Story te Fashion.hr. Utvrđeno je podrijetlo prikupljenih riječi te su podijeljene prema stupnju uklopljenosti u hrvatski jezični sustav na tuđe riječi, tuđice i prilagođenice. Možemo zaključiti kako u građi prevladavaju riječi latinskoga, njemačkoga, francuskoga, talijanskoga te ponajviše engleskoga podrijetla. Za sve strane riječi ne postoji dovoljno dobra istoznačnica te je ponekad potrebno prevoditi opisno, ali tada treba dati prednost domaćoj pred stranoj riječi. Kod jezika, kao što je engleski, koji je popularniji i prestižniji, težnja prilagođavanja sustavu jezika primatelja je manja te se to osobito vidi i u primjerima i obilježju izvorne grafije i neprilagođavanju hrvatskomu sustavu. Napomenimo kako bez nekih posuđenica ne bismo mogli funkcionirati te predstavljaju današnju realnost pogotovo za modne časopise.The paper analyzes loanwords with the aim of insight into the abundant use of loanwords, especially in English. Material was collected from fashion magazines Elle, Buro 24/7, Cosmopolitan, Story and Fashion.hr. The origin of the collected words was determined and they were divided according to the degree of integration into Croatian language system as loanwords, borrowings and adaptable words. We can conclude that words of Latin, German, French, Italian and mostly of English origin prevails in the material. For some foreign words, there is no good enough synonym and because of that sometimes is necessary to translate them descriptively, but then the domestic word should be preferred to the foreign. In languages such is English, popular and prestigious, tendency to adapt the system language of the recipient is smaller and this is especially evident in some examples and characteristic of original spelling system with a failure to adapt to Croatian system. Today, without some loanwords we would not be able to function as they represent today's reality especially for fashion magazines