Linguo-Cognitive Features of Metaphorical Units In Uzbek And English Fashion Discourse

The article examines the linguo-cognitive characteristics of metaphorical expressions in Uzbek and English fashion discourse. It demonstrates that metaphors in fashion texts function as cognitive instruments reflecting personal identity, cultural values, social symbolism, and aesthetic perception rather than mere stylistic devices. The study analyzes conceptual metaphors such as “FASHION IS POWER,” “STYLE IS IDENTITY,” and contrasts them with Uzbek counterparts like “Clothing as the mirror of soul” and “Fashion as social aesthetics.” Findings show that English fashion metaphors prioritize creativity, individuality, and power, whereas Uzbek discourse emphasizes morality, cultural harmony, and collective identity.

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