TodayKorea reporter Jihoon Kim | With May marking Family Month, demand for coordinated family wear—matching outfits families wear together—is growing. Driven largely by millennials, a culture that values family bonding and sharing everyday life has turned family looks into a bona fide lifestyle choice.
Summarizing TodayKorea’s reporting on May 13, SPA brands TopTen and TopTen Kids from Shinseong Tongsang unveiled a new pajama lookbook in collaboration with the cat character Mind A Day Covercat.
Industry analysts say the move reflects a broader shift: family looks are evolving from simple clothing purchases into a way for families to create and share meaningful experiences.
By 1 p.m. that day, Instagram posts tagged with #familylook topped roughly 391,000.
A mother in her 30s who often dresses in matching outfits with her child told this paper, “I feel like matching clothes with my kid is something you can only do when they’re little. Since the time I have with my child is limited, I really cherish experiences like this.”
For its new homewear lookbook, TopTen and TopTen Kids put the spotlight on the home as a place for relaxation and connection, showing how character pajamas can naturally become part of everyday family life.
The lookbook—shot around the concept “The Most Honest Rest”—captures cozy, warm moments of parents and children spending time together in Covercat pajamas.
A company spokesperson said, “Since last year we’ve worked with Covercat to launch various adult and kids lines, and the response across all age groups has been very positive, so we’re steadily expanding our collaborative offerings. We’ll leverage our strength in both adult and kids lineups to establish ourselves as a family lifestyle wear brand.”
Meanwhile, earlier-than-usual heat has the fashion industry racing to secure summer demand.
TopTen Kids recently introduced a new COOL Air COTTON lineup that uses functional cooling fabric.
The interior face that touches the skin features a double-layer cooling structure for a cooler feel, while the exterior preserves the material’s characteristic appearance.
A Shinseong Tongsang official said, “With hotter-than-normal weather continuing, we expanded the COOL Air COTTON lineup to give parents more functional kidswear options. We will continue to roll out product strategies that proactively respond to changing fashion demand driven by climate change.”
Most Commented