Masstige collaborations, temporary collaborations among fast fashion and luxury brands, are becoming increasingly popular. Despite this, no research so far has analyzed consumers’ reactions towards this new fashion practice. The aim of this research is to investigate the emotions and relevant linguistic elements associated with consumers’ reactions to masstige collaborations.

ABSTRACT
INTRODUCTION
MASSTIGE COLLABORATIONS
THE SOCIAL AND PSYCHOLOGICAL MEANING OF WORDS
METHODOLOGY & RESULTS
DISCUSSION AND CONCLUSIONS
REFERENCES

• MONICA MENDINI(UNIVERSITY OF APPLIED SCIENCES AND ARTS OF SOUTHERN SWITZERLAND)
• SALVATORE MAIONE(UNIVERSITÀ DELLA SVIZZERA ITALIANA)