Celebrities are leading the trend for matching outfits for whole families. The latest fashion trend is for parents to wear the same clothes as their children. After celebrities like Kim Kardashian and Victoria Beckham were photographed wearing the same clothes as their children, the practice has spread to the high streets.
Primark saw a spike in sales of matching adult and mini-me clothing after Beyonce shared an image of her wearing the same Gucci dress that she wore with her six-year old daughter Blue Ivy. Primark offers a range of options that are less expensive than the choice made by Beyonce, which cost around PS3,000. Primark’s options start at PS30. An all-generations denim jacket is one of the most sought after items. Next offers matching nightwear for women, men and children. Matalan sells faux-fur-lined parkas for PS24 and PS45 for adult.
Tootsa MacGinty is an online fashion website that specializes in unisex clothing for children. It has now introduced adult woollen versions its most loved children’s animal jumpers at PS72 and PS48, respectively. “We’d heard, ‘Oh! If only that came in my size’. So we made them.”
The designer labels Balmain, Charlotte Olympia, and Gucci are just a few of the brands that offer kidswear based on their adult collections.
Beyonce is just one of many celebrities who endorse sartorial solidarity between their children. American model and television presenter Chrissy Teigen, and Victoria Beckham, the designer, have shared similar results with their daughters. Lyst reports that searches for avocado prints increased by 35% after Teigen posted a picture of Luna and herself in matching avocado-print oneies.
It has even been a favorite on the catwalk. At Jean Paul Gaultier’s couture presentation this year, the model Coco Rocha appeared with her two-year-old, Ioni, wearing an identical ice-blue creation, while at Dolce & Gabbana’s Milan show saw models paired with children in matching pyjama-style outfits.
Adult siblings can also benefit from the matching trend. Many Kardashians have been seen wearing coordinated outfits. This year, Calvin Klein even had a campaign featuring matching underwear and denim. Trend expert Yasmine Bachir from Lyst said that she noticed the “power” and “impact” of matching outfits on fashion searches. According to her, the number of people searching for Calvin Klein underwear and denim increased by 43% within a month following the March campaign’s launch.
Carolyn Mair, author of The Psychology of Fashion said that it creates a sense of belonging. She said, “It makes an affirmative statement about the family to those who are watching as it is unlikely that a couple or family in a bad place emotionally would dress the exact same. It can be a way to unite by wanting to share meaning with someone else. If we all dress in the same way, we can start to think and act the same.”
Although matchy-matchy dress may seem contradictory to individuality, which is more celebrated than ever, Mair stated that the two expressions share a common thread. Both show strength, but in different ways.