IDIOMS AS EXPRESSIONS OF IMPLIED EVALUATION IN THE MEDIA DISCOURSE OF FASHION (BASED ON THE SPEECH OF BRITISH FASHION VLOGGERS)

The article highlights the role of idioms in the implementation of evaluation in the media discourse of British fashion vloggers. The data for the analysis is modern (2025–2026) British video blogs on fashion, collected from the YouTube channel and the social network Instagram. Among the methods used in the work, general scientific (analysis and synthesis, induction) and linguistic (contextual-situational, lexical-semantic, component) methods have been used. The paper focuses on media discourse as a coherent actualized text along with extralingual factors that function in the space of mass media. Modern media discourse is characterized by the process of personification as a public manifestation of a personality that openly declares its worldview and asserts its style. The key concept of fashion discourse is FASHION. Other concepts include STYLE, CONFIDENCE, COMFORT, TREND, VIBE, LUXURY. A type of media discourse — fashion discourse — is defined as institutionally conditioned communication of fashion professionals who seek to share their knowledge in this field and elicit a positive emotional response from the audience. The evaluation of fashion artifacts in fashion vlogs takes place both explicitly and implicitly. Implicit means of expressing evaluation include idioms, which are a type of phraseological unit characterized by a reinterpretation of their lexical and grammatical structure and possessing a holistic nominative function. The most common idioms that emotionally highlight positive evaluation, capture the audience’s attention, and help create an intimate, trusting atmosphere, as identified in the study, are the following: to be here for, to be having a moment, to warm one’s soul, a nod toward, a hero piece, it works, to come into play, to get your hands on, to go for, to lean into, to lean toward, to be in love with. It has been found that in fashion media discourse, idioms undergo a transformation that gives them new meaning and facilitates a better understanding of implicit evaluation in fashion discourse.