The fashion world tends to move at a fast pace, and now even the lingo is having to catch up. Forgive yourself if you don’t understand colloquialisms like ‘skinnies’ or ‘loubs’, but they are here to stay.
It’s unsurprising that the fashionistas would begin to coin their own language because native language is, well, just for cringe worthy ordinary people. The most popular form of these words are ‘abbreves’ such as the aforementioned ‘loubs’- meaning Christian Louboutin heels and the second is what is known as a portmanteau word, the act of combining two words into one with examples such as ‘frenemy’ or the decidedly 1990s’ creation of brunch.
In the world of fashion eCommerce, staying on top of these latest trends and styles is important, and the people who are buying the clothes need to be convinced that the brand they are buying from is relevant. That is why you need a transcreation expert who is a specialist in the industry to work on your website.
Making these terms catch on is not an exact science; while some fade away others have become part of the modern day zeitgeist. Some portmanteau words that are now part of everyday life include webzine, mockumentary, malware, guesstimate and infomercial, but it is not clear how all of these caught on.
Is it the usage of these terms endearingly that makes them catch on? A lot of these types of words that become used in the mainstream are used to describe a possession or the characteristic of a friend, such as a ‘bromance’ to describe a closely platonic relationship between two men, or ‘sunnies’ for your favourite sunglasses.
Another theory is that it is just the laziness of modern people, or perhaps a culture that is used to describing famous couples by their portmanteau word, i.e Kimye or Brangelina. Whatever it is, think about the next time you log onto our blog – or web-log as it used to be known.
Here are some examples of fashion slang from the Columbus dispatch:
Collab (n.): short for collaboration, particularly for a situation in which a high-end designer deigns to work with a low-end retailer (serving as a forewarning of long lines outside H&M)
• Curated (adj.): indicating a concise and cohesive closet or collection (properly applied to high fashion, as in exhibits at art museums and Picassos — not a closet full of Ann Taylor items)
• Ferosh (adj.): a substitute for fierce, which has started to seem too tame (derived from ferocious, despite the goofy spelling)
• Flatforms (n.): platform shoes with flat heels, for women who crave a look that suggests the aesthetic of orthopedic shoes minus the matching cane
• Frow (n.): the front row of a fashion show
• Genius (adj.): designating greatness but reflecting a lowering of the bar (You’ve come up with a new way to tie a scarf? Genius!)
• Loubs (n.): Christian Louboutin heels, characterized by their red soles (with the folks who say it characterized by their bragging Instagrams)
• Pinteresting (adj.): referring to, say, a photo to which a Valencia filter is added on Instagram, with the result thrown among the “swoon-worthy looks” on Pinterest
• Skinnies (n.): a shortening of skinny jeans — not another word for models