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Outfit matching or couple costume/look are Chinglish and Konglish terms, respectively, for the practice of a couple wearing the same clothing in public to signal their relationship. It is mainly found in South Korea, Taiwan, and Vietnam and is becoming more common in mainland China.
When they are in love, young Asian lovers' tastes in fashion become similar. Couples have a unique way to announce their status by sporting the same wardrobe when they go out together or when on holiday. Today, it becomes a popular fashion trend among young couples. They usually wear corresponding T-shirts, shirts, hoodies, sweaters and jackets or coats. Because these clothes are often printed with funny graphics or slogans so they're suitable with young people.
Korea
The trend of couples wearing matching outfits began in South Korea in the 1990s, and spread to China and Japan. It started when celebrities began wearing coordinated matching outfits, and young Koreans followed the aesthetic. By the 2000s, the couple's clothes style had evolved into a large industry producing "his-and-hers" outfits. Couples select similar or matching clothing items or colors and wear them around the public. The trend has become increasingly popular due to social media such as Instagram, where couples post pictures with matching outfits.
In Korea, the style has come to symbolize a unified relationship of a couple. Its outward physical pairing intentionally shows a couple's commitment to one another and sharing experiences. Couples may wear matching clothes to demonstrate their love and devotion to each other and exemplify togetherness. The clothing trend is generally favored among younger couples as it is a more acceptable public display of affection than kissing. It is also speculated that the trend is so popular in Korea because of the cultural uniformity in society and style. Censorship in Korea is also another factor in which young couples seek to find ways to share intimacy without being persecuted.
United States
In the United States, the style is less popular, mainly worn by celebrities, and is known more as the "matchy-matchy" look. Fashion brands have since then been producing coordinated matching clothes for couples. The trend is also called "twinning," but this style and aesthetic involve close family members and friends wearing matching outfits such as pajamas or sweaters. The intention of twinning is to appeal to be cute, and bonding as a couple costume is intended to dress aesthetically to one another in public to display the close relationship openly.
The fashion trend in America is seen more as a cliche and portrays a lack of individualism. With the country heavily supportive of independence, couple costume is considered more worn for an event or holiday such as Halloween or Christmas. Stylists and the public believe the style restricts individuals from being unique and prioritizes the relationship more over individuality. Couples wearing matching clothes in the city have felt ostracized with the perception of showing off their relationship. Some people believe the style violates the freedom to be an individual and hinders independence within a relationship.
Other Countries
Other countries such as Canada and Sweden find the style odd, as matching clothes are only worn by children who are twins. The trend appears more extreme from other countries' perspectives, as rings are the only matching thing among couples. Social media has led to the style becoming more popular by social media influencers and celebrities. However, the trend is not limited to just couples, as some families and friends also participate in the matching outfit trend. The trend has become a way to show unity and togetherness among loved ones, and it continues to evolve and gain popularity in different parts of the world.
In other languages
- Vietnamese language: Áo đôi, Áo cặp (couple T-shirt)
- Japanese language: ペアルック (pair look) or おそろコーデ (matching couple outfits)
- Indonesian language/Javanese language: (Baju) sarimbit, usually made from batik. Not just shirts, but also formal wear and traditional costumes
See also
- Impression management
- The Presentation of Self in Everyday Life
- Personal branding
- Reputation capital
References
- ^ Mniszak, Caroline; Yodanis, Carrie; Lauer, Sean (Summer 2017). "Couple Clothes". Contexts. 16 (3): 65–67. doi:10.1177/1536504217732055. JSTOR 26370541. Retrieved 27 January 2024.
- ^ Park, Judy (2013). "Couples' Wear in Korea: Expression of Relationship Status and Identity through Fashion". The Design Journal. 16 (1): 51–73. doi:10.2752/175630613X13512595146916. S2CID 143507235. Retrieved 27 January 2024.
- Hess, Liam (11 April 2018). "Unpacking the South Korean Couple-twinning Phenomenon". Vice.com. Retrieved 27 January 2024.
- Naughton, Julia (20 September 2016). "Couple Dressing: The Psychology Behind Getting Matchy-Matchy". Huffpost.com. Retrieved 27 January 2024.
- ^ Choi, Jae-hee (17 May 2022). "Quirks of Korean dating explained (2) Twinning outfits". The Korea Herald. Retrieved 27 January 2024.