In these cynical times, it’s easy to brush of couples who do ‘matchy-matchy’ dressing as the pinnacle of embarrassing behaviour. Admittedly, David and Victoria Beckham’s leather number and Britney Spears and Justin Timberlake’s denim monstrosity didn’t do much to help matters. But it might be time to cast aside your trendy millennial scepticism, because couples in South Korea have started to dress the same for a genuinely sweet reason.
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Despite there being a burgeoning micro-industry blossoming in South Korea – there are couple cafes, a couple holiday industry and couple cinemas – for the most part, young people don’t have much of an opportunity to express their affection for each other without risking the scorn of their parents or communities.
Most young adults live at home with their parents until they’re married and public displays of affection are massively discouraged, so dressing in clothes that match your boyfriend or girlfriend has become a way of showing everyone that you’re really into whoever you’re seeing, without risking judgement or scorn from the rest of your community.
‘It makes us feel closer,’ explains one couple to Refinery 29.
‘We match from head to toe to share something that’s just between us and not for anyone else,’ explains another.
If you want any indication of how popular the trend is becoming, look to the fact that it’s now not only couples who are going ‘matchy-matchy’ – Korean friends and family are at it as well.
Now, if we could only figure out the Beckham’s excuse.
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This article originally appeared on The Debrief.