Neologisms-blends in Modern English fashion industry discourse: structural and translation aspects

The article under consideration focuses on neologisms which abound in the fashion industry discourse. An enormous number of new words this are a compelling interest to linguists, though, paradoxically, these lexemes appear be practically unknown scholars. As rule, industry, especially blends, cause challenges translation. Hence, author’s main objective was reveal structural and semantic features created by blending, that is combining two other into one. paper provides classification blends based order shortened elements, interlinks overlaps facilitate adequate decoding. Total, partial overlapping telescopic were singled out analysed accordingly. Insight semantics enabled construct most common taxa, among lexico-semantic groups 'clothes', 'footwear', 'accessories', 'beauty', 'fashion industry', 'style', 'beauty imperfections', 'trendy color', etc., represented blends. Such or words, constantly sphere assign formidable task translator. Thus, lexical, grammatical, lexico-grammatical transformations applied translation described. results indicate transcribing, transliteration, adaptive transcoding explication, combination them, transformations. But course research several methods transferring meaning identified, namely loan translation, creation zero omission transposition. Profound remains relevant as process nomination goes on.