This thesis is concerned with the emergence of neologisms in contemporary Croatian fashion magazines. Neologisms as a variable lexical category represent an inexhaustible source of study, especially in genres of publicist style which are not strictly oriented towards the norms of the Croatian language. The theoretical framework of the paper is concerned with the development of fashion magazines in Croatia, the language of fashion and the emergence of neologisms and their formation processes. The neologisms which were analyzed in this thesis are associated with fashion-clothing terminology, beauty and health advice, travelling, movies, gastronomy, and technological innovations. Furthermore, in this thesis, neologisms are considered to be new words formed with the existing elements of the Croatian language, but also words which were formed through the borrowing of, either formational elements or entire lexemes from another language. The neologisms which appear in the thesis were analyzed from the viewpoint of denominational and stylistic neology, i.e. it was taken in consideration whether they appeared in language to name a new phenomenon or objects which do not exist in the Croatian language or they are simply a result of a specific style of a journalist. The analysis has shown that the largest number of neologisms are loanwords, followed by domestic new words, blends and semantic loans while the least common are pseudo-loanwords. Neologisms were analyzed at the word-formational, semantical and morphological level and also according to the degree of their adaptation to the Croatian language. At the level of semantics, it was found that neologisms generally take up the meaning of the source language, while semantic loans extend or narrow down their scope of meaning. What is more, at the word formation level, it was found that neologisms were most commonly formed by typical Croatian forms of creation i.e. by suffixing and prefixing, while the blends were created according to word formation processes characteristic for the English language. Finally, the fact that a large number of discovered neologisms belong to Anglicism and that blending is one of the most common formation process found in fashion magazines indicates that the language of fashion in Croatia is under the influence of the English language.