Couples' Wear in Korea: Expression of Relationship Status and Identity through Fashion

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Couples' wear is the phenomenon of couples in Korea wearing so-called 'couple looks' such as identical T-shirts. Although most foreigners are shocked by couples' wear, it is more acceptable, for example, than kissing in public, in Korea. This article examines the history and trends of couples' wear in Korea, the psychology of wearers, and signs of couples' wear in other countries, and presents possible directions for expansion to international markets. In short, couples' wear is evolving from identical T-shirts to a wider range of items such as watches and bathing suits, and designs that complement each other. Korean companies should focus on subtler designs and consider ways to make the first step easier for consumers in the European and American markets, who potentially have similar desires to try couples' wear but are embarrassed about it, such as presenting the products as fun gift ideas.


Document Type: Research Article


Publication date: March 1, 2013

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