FIGURES OF SPEECH IN FASHION: OXYMORON

From the Greek oksimoron, composed of oksis “sharp” and moros, “dull”, a figure of speech combining contradictory concepts, the contradiction of words, usually a noun and adjective, combined to create paradoxes (such as hell-like heaven, hot ice).

"Hot Ice". That's how Alfred Hitchcock defined, with an oxymoron, the algid beauty and sensuality of actress Grace Kelly.

An example of a visual oxymoron could be a campaign where a sophisticated model wears rags to indicate chic shabbiness.

Or also the Vogue 2009 cover page, where the models are drifters with ultra-luxury clothes, elegantly ragged, or chic drifters, in a way.

In this Moschino advertising we find the oxymoron of vamp colf and in the product the oxymoron of the packaging.