Stroll around Dongseongro on any given day. Try to play a game of “Fashion Spot the Differences.” Impossible, right? Everyone dresses the same—clones of one another, indistinguishable in the crowd.
Foreigners who step into Korea often find themselves struck by the country’s fashion conformity: everyone in silent agreement to blend in. Neutral palettes that align with Korea’s cultural emphasis on harmony and cohesion make monochrome items a staple in many wardrobes.
Compared to the West, Korea’s homogeneity lends itself to borderline extreme uniformity that stems from a strong national identity and emphasis on collectivist ideals. This phrase, referred to as cultural homogeneity, comes with a package of highly uniform language, tradition, values, and norms.
The pressure to align with social expectations hinders the genuine expression of one’s self concept. “In the case of Korea, instead of highlighting your individuality, people’s identities center more on the bigger picture—the identity of family, nation, or society. It is traditionally restrictive for people to express their individuality because of the strong cultural homogeneity that Korea has,” said, Taeyun Kil, a fashion professor at Daegu Catholic University.
Cultural homogeneity reinforces the idea that eccentric fashion draws unnecessary attention and steps out of line. In Korea, people follow the latest trends closely and mirror the styles of their peers. Kil said, “When choosing what to wear, people don’t go for bold looks and instead try to wear something that will fit in. Society’s preference for harmony leaves individuals with no choice but to conform to others.”
Korean celebrities define a fashionable wardrobe as one where dull colors predominate. Constant media exposure places teens in close contact with influencers and their content. Sixth-grader Molly Doh said, “Many of us, including me, approach social media daily. On social media, there is a lot of fashion content, like videos and images from influencers, that becomes familiar to us. I think that really influences how I dress these days.”
Older generations do not feel limited by the confines of social conformity. They wear colorful, floral, and eclectic styles that reflect their age and lifestyle. Lim Sukhee, a member of Korea’s elderly community, said, “For the elderly, the more you wear bright and fancy colors, their mind seems positive, and their appearance more youthful. I occasionally like to wear jewels and sparkles for this reason.”
Unfortunately, this expression of individuality is often dismissed as eccentric or outdated. Traditional garments like the hanbok, which foster color and energy through vivid patterns and flowy silhouettes, slowly lose their presence in modern society. Lim said, “These days, I notice how fashion aligns more closely with Western styles. Nowadays, people don’t seem to wear [hanbok] even during Chuseok.”
While modern, monochromatic styles set the trend these days, they raise questions about what gets lost in the pursuit of uniformity. The next time you open your wardrobe, surrender to the muse rather than conformity.
