The tradition as we know it now dates back to the mid-20th century, when catalogs and department stores would portray families, in particular kids, engaging in holiday cheer in twinning outfits. Over the years, the hate-to-love phenomenon boomed, thanks to the expansion of mass retail and its offering of holiday-themed merchandise. Today, most brands and stores sell some type of holiday-ready outfit in every size option. For proof, see the 2022 holiday campaign from Kim Kardashian’s intimates brand Skims, which featured Snoop Dogg’s family wearing matching pajamas.
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