On turns and fashions in translation studies and beyond

There is a great deal of uncertainty in translation studies surrounding the core concepts used to structure its own history. Both paradigm and turn are refer shifts that have occurred. This article starts by showing why it would be appropriate give preference concept this context. It presents memes as partners that, together with travelling such culture or role, underlie various turns studies. This, however, still does not tell us scholars adhere particular ideas ultimately certain academic directions turns. The main argument favour introducing fashion, which has an impressive history analysis, driver behind demonstrated fashion uniquely serve basis for explaining unfolding turn.