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The article elaborates on a specific aspect of my PhD research by analysing the influence of metaphor on constructing meaning and communicating it in digital fashion criticism. The study employs Conceptual Metaphor Theory [1] and Multimodal Discourse Analysis [2] to systematically identify and interpret verbal and visual metaphors. The research methodology applies qualitative coding of relevant sequences of research corpus, Metaphor Identification Procedure (https://www.researchgate.net/ publication/ 42797372_MIP_...