K-pop sensation ATEEZ’s leader, Hongjoong, is making waves beyond the stage—this time in the fashion world. But here’s where it gets controversial: can a global music icon truly reinvent themselves as a fashion designer? At just 27, Hongjoong has already led his group to unprecedented heights, from topping the Billboard 200 twice to becoming the first K-pop boy group to perform at Coachella. Yet, his latest endeavor, the Petit Coussin collection, proves he’s far from done pushing boundaries. Released on his birthday, November 7, this fashion line isn’t just about clothes—it’s a deeply personal narrative woven through fabric and design, inspired by childhood memories and his mother’s legacy.
In an exclusive interview with The Hollywood Reporter, Hongjoong revealed the emotional journey behind Petit Coussin. “I just wanted to bring my child side to [the present],” he shared, dressed in a jacket he designed himself. The collection, unveiled via a filmed fashion show on ATEEZ’s YouTube channel, featured 24 looks divided into four parts, each representing a time of day. But how did a chart-topping musician find the time for such an ambitious project? And this is the part most people miss: Hongjoong thrives in the late-night hours, turning what others might see as downtime into a creative playground. “I don’t want to waste my time just lying in my bed,” he explained, emphasizing his relentless drive to create.
The inspiration for Petit Coussin began during his travels to Paris Fashion Week and visits to Dongdaemun, a bustling Korean market. “I felt something deep,” he recalled of his time in designers’ studios. “It gave me a different emotion than when I make music or when I’m on stage.” The collection’s name, meaning “little pillow” in French, pays homage to his mother’s former children’s clothing store, Petit Cochon. But here’s the twist: Hongjoong initially found the name “pig” less than ideal for fashion, cleverly swapping it for coussin—a subtle yet meaningful change.
What’s most striking is Hongjoong’s approach to design. Starting with children’s clothing, he focused on intricate details in smaller pieces, a process he likened to building a maximal music track from minimal sounds. “The small ones need more details,” he noted. “I think that’s cute and interesting.” This meticulousness reflects his broader philosophy: whether onstage or off, every choice is an expression of self. But does this blend of music and fashion dilute his artistic identity, or does it amplify it?
Hongjoong’s personal style is a study in contrasts. Onstage, he embodies ATEEZ’s raw, rugged image, while offstage, his fashion choices are spontaneous and deeply personal. “I don’t have many plans to wear my own clothes [onstage],” he admitted, “but if fans think, ‘Oh, that’s cool,’ I’ll remember that for myself.” His self-care routine is equally revealing: a mix of running and solitary creativity, where making something tangible quiets his ever-churning mind.
As Petit Coussin debuts, Hongjoong’s vision is clear: to share his story through fashion. But what’s next? He hints at more fashion projects, fueled by the joy he found in this process. Here’s the question for you: Is Hongjoong’s foray into fashion a natural evolution of his artistry, or a risky departure from his musical roots? Let us know in the comments—we’re all ears!
