Seoul isn't the fashion capital of the world (much less of Asia) but its couples do have a distinct way of showing their loyalty to one another, a trend that is spreading throughout the continent. It's called "couples-wear" or "couples look" (keo-peul-look) and it's hard to miss. Korean couples forego promise rings instead purchasing matching clothes--from shoes to outerwear and even underwear; swooned sweethearts wear matching apparel on the slopes, the beach, and everyday on the street.
It's easy to pass off the trend of couples fashion as simply another "cute" product of Asian culture (you know "Hello Kitty!") but the origin may be much deeper. The Korean population is one of the most ethnically homogenous in the world. Current statistics show that 98% of the citizens on the southern half of the peninsula are ethnically of pure Korean descent. Immigration laws are tight and interracial marriages are not readily accepted, both resulting from a painful history under Japanese rule. Since Korean independence, the ideology of "one blood" has prevailed; the concept of dressing alike mirrors this sense of oneness.
In a society that discourages public displays of affection, matching outfits are a way for couples to feel close and and express their affection. While the fashion trend is most popular among younger pairs, it's not uncommon for couples of all ages to buy a pair or two of matching shoes. Department stores and online apparel shops like honeyplaza.co.kr specialize in his and hers outfits. In a consumer's nation like South Korea you don't have to look far to find a couple's tee but it can be difficult to find something original. Trends and styles featured on Korean dramas spread like wildfire throughout the small nation. Couples looking for unique couple's wear should look toward other Asian nations like China and Taiwan, where the trend is growing quickly.
It's safe to assume that couples-wear will remain on the other side of the Pacific; most North American couples would find the idea outright cheesy and childish. However, one should be wary of assumptions in fashion. Its constant, subtle influence has a way of altering our perception of beauty, sometimes drastically. Soon you may be matching your lover, too.