Hongjoong of ATEEZ is turning heads and challenging norms with his bold leap into the fashion world, proving that self-expression knows no bounds. But here’s where it gets controversial: Can a K-pop idol truly redefine their artistry beyond the stage? The 27-year-old rapper, producer, and now designer, is betting on it. As the captain of the chart-topping group ATEEZ, Hongjoong has spent the last seven years steering his team from underdogs to global sensations, conquering charts like the Billboard 200 and making history as the first K-pop boy group to perform at Coachella. Yet, amidst this whirlwind of success, he’s found time to pursue a passion project that’s as personal as it is daring: his first fashion collection, Petit Coussin. Launched on his birthday, November 7, the collection debuted via a filmed fashion show on ATEEZ’s YouTube channel, showcasing 24 looks inspired by childhood memories and divided into four parts, each representing a time of day.
In an exclusive Zoom interview from Seoul, Hongjoong shared with The Hollywood Reporter the emotional journey behind this venture. Dressed casually in a jacket he designed himself, he revealed, ‘I just wanted to bring my child side to [the present].’ And this is the part most people miss: His inspiration didn’t just come from fashion shows or trendy markets—it was deeply rooted in nostalgia, particularly his mother’s former children’s clothing store, Petit Cochon. The name Petit Coussin (French for ‘little pillow’) was a playful twist on this memory, blending his past with his present creative vision.
What’s striking is how Hongjoong carved out time for this project despite ATEEZ’s packed schedule. ‘I have my free midnight time,’ he explained, challenging the notion that idols are too busy to explore new passions. His process began with visits to Dongdaemun, a bustling Korean market, where he gathered materials and ideas, sketching them on his phone during flights. ‘I felt the same excitement I felt the first time I started working on music,’ he admitted, highlighting the raw creativity driving his designs.
The collection’s focus on children’s clothing wasn’t accidental. Hongjoong’s approach mirrors his music-making process: starting small, adding intricate details, and building something maximal from minimal elements. ‘The small ones need more details,’ he noted, ‘I think that’s cute and interesting.’ This philosophy was further inspired by Jacquemus’s nostalgic fashion show, which reminded him of his mother’s shop and sparked the idea for Petit Coussin.
Here’s where it gets even more intriguing: Hongjoong’s fashion isn’t just about clothes—it’s a continuation of his self-expression, both on and offstage. While his onstage style reflects ATEEZ’s raw, conceptual image, his personal style is a direct expression of his daily mood. ‘I don’t have many plans to wear my own clothes [onstage],’ he said, ‘but if fans think it’s cute or cool, I’ll remember that for myself.’ This fluidity between performer and individual is what makes his fashion line so compelling.
As for self-care, Hongjoong has embraced running as a way to reconnect with himself, though his go-to remains creating something new. ‘I always have so many plans,’ he confessed, ‘Sometimes I think too much, so I have to make something.’ This relentless drive to express and innovate is what fuels his next steps, whether in fashion or music.
So, what’s next for Hongjoong? More fashion projects, undoubtedly. ‘I was so happy preparing this show,’ he shared, ‘I want to do more projects with my design side.’ But the bigger question remains: How will his fans and the fashion world respond to this new chapter? Do you think Hongjoong’s venture into fashion is a natural evolution of his artistry, or is he spreading himself too thin? Let us know in the comments—this conversation is just getting started.
