Partly influenced by Beckham-mania, South Korea, Japan and China saw the rise of a trend known as kou-peul in the 1990s, whereby couples coordinated colours and even bought custom matching outfits. “Couples use the look to introduce themselves as a pair, and also to signify their strong, romantic commitment,” explains Stevenson.

While a coordinated outfit’s capacity to send out a message of unity is obvious, what does it say about our emotional bondage? “It might suggest a couple’s desire for unity and connection, willingness to make efforts to please the other,” says Dr Carolyn Mair, cognitive psychologist and fashion business consultant, and author of The Psychology Of Fashion. “When we’re starting a new romantic relationship, we often want to make a positive impression. Because what we wear is a form of visual communication, it can communicate that the personality, style and values of each person in the relationship align with their partner’s. When this happens, we’re more likely to receive compliments from them, making us feel validated and more secure in the relationship.”

The urge to merge: the real reason we start to dress like our partners