The peculiarities of color denotations in English in the fashion discourse are considered. The author analyzed key evaluative terms used to denote different colors that require extra-linguistic awareness from the reader. The research material presents publications in Vogue (https://www.vogue.ru/) and GQ (https://www.gq.ru/) magazines for 2017–2023. Continuous sampling included 42 color denotations in English. The article characterizes different types of colorimetric systems. The Pantone system is used in classifying color denotations. Pantone Color Institute uses its color matching system, which is the most popular and widely used color standardization system. Reference numbered colors are published in special catalogues. As a result, all of the colors were classified according to their structure into mono-lexeme, compound and complex. To each of the color denotations a translation equivalent was proposed. The results are of interest to specialists of discourse theory and discourse analysis.