Living in China I see a lot of things that seem strange to my Western eyes, but one sight that still shocks me every time are matching couples. Most commonly seen are arrowed tees such as the "Falling In Love. She is my girlfriend" example above. However, there are a surprising number of matching polos, jeans and even shoes worn by both sexes.
It is known that the older generation Chinese are less comfortable with showing public displays of affection. However, the younger generation is a completely new force that openly hold hands, kiss, and tell the world about it proudly on their chests.
I question how long this look will last, as it had its day in the West, and is now considered a criminal fashion offense. Check out the video to see what Westerners think of this social behavior.
Sartorial PDA
Co-Ed Matching Outfits in China
Trend Themes
1. Matching Couples - Disruptive innovation opportunity: Design and create unique and fashionable matching outfits specifically tailored for couples.
2. PDA Fashion - Disruptive innovation opportunity: Develop a line of clothing that combines fashion and public displays of affection, catering to the younger generation.
3. Cultural Shift - Disruptive innovation opportunity: Explore cultural shifts in fashion and create products and services that cater to changing societal norms.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Launch an online platform that specializes in selling matching outfits for couples.
2. Design and Manufacturing - Disruptive innovation opportunity: Collaborate with fashion designers to develop new lines of clothing that embrace public display of affection trends.
3. Consumer Behavior - Disruptive innovation opportunity: Conduct market research to understand consumer behavior towards matching outfits and develop strategies to capitalize on the trend.