Since February 2012 and Valentine’s day in Korea, a massive trend is booming: couples are now wearing the same outfits. Led by K-drama, the “matching couples” are everywhere on Instagram or an popular Asian social networks.
A love game
Making a pullover “match” with our lover’s one is obviously cute. But not only: it’s also a way to diffuse a certain softness, a nice attitude to your close friends. In France, youth magazine Néon explains that it’s a way to create a sort of moving bubble, protective from the surrounding world. As this matching is very appealing and very visual, it’s also a way to exacerbate the individualities of the two lovers.
Tatto culture, an inspiration for “matching couples”
The matching outfits phenomenon is very influenced by tattoo culture. Without promoting clichés, tattoos can be a “mark”, a footprint of someone we love. In this case, outfits are temporary demonstration of attachment to someone; everyday, patterns can change, rejuvenating the couple image…therefore its fuel. Isolated, one of the two lovers might just be an original chap. But together, the couple becomes a motif.
Instagram: self-reinvention, couple-reinvention
As we daily tell our lives and highlight a lot of our selves, this “matching outfits” game is very Instagram-friendly; the couple can become a digital mosaic for friends or followers. This little world can like the couple, taking part in the love project to a certain extent. It’s also a form of loyalty: an individual can therefore feed this couple culture. In 2014, Pharell Williams and his wife Helen Lasichanh were probably one the most visible “matching couple”.