ATEEZ captain Hongjoong marked his 27th birthday on November 7, 2025, by releasing his first fashion collection, Petit Coussin, through a filmed fashion show on the group's YouTube channel. The project features 24 children's looks inspired by childhood memories and divided into four parts by time of day. In an interview with The Hollywood Reporter, the K-pop star discussed the six-month creative process and his passion for self-expression beyond music.
Collection Overview
Hongjoong, the 27-year-old rapper and producer who leads the eight-member boy group ATEEZ, debuted Petit Coussin—French for 'little pillow'—as a tribute to his childhood. The collection consists of 24 outfits designed for children, modeled by young talents in a show structured around daily times: morning, afternoon, evening, and night. Released via ATEEZ's YouTube channel, the project stems from Hongjoong's visits to fashion shows and his desire to create something personal amid the group's global success, including topping the Billboard 200 twice and performing as the first K-pop boy group at Coachella.
Inspiration and Creative Process
The idea sparked six months ago during a flight when Hongjoong sought excitement in his routine life. He began by exploring Seoul's Dongdaemun market for fabrics, sketching rough designs on his phone, and collaborating with local artisans, starting with a small shop run by an elderly craftsman. Initially crafting pieces for himself, he shifted to children's clothing for its intricate details, drawing from a June visit to Jacquemus' nostalgic countryside-themed show. The name Petit Coussin evolved from his mother's former children's clothing store, Petit Cochon ('small pig' in French), which he adapted to avoid the animal connotation.
Hongjoong explained the shift to kids' wear: "I wanted to make small clothes first. The small ones need more details. I think that's cute and interesting."
Personal Style and Future Plans
Balancing ATEEZ's demanding schedule with midnight creative sessions, Hongjoong views design as an extension of his self-care and expression. He differentiates his onstage 'captain' persona—raw and conceptual—from offstage spontaneity, where outfits reflect daily moods. Looking ahead, he aims to expand fashion projects, stating, "I think I want to do more projects about fashion because during this project, I was so happy with everything. It was so fun."
The initiative underscores Hongjoong's evolution from underdog K-pop artist to multifaceted creator at KQ Entertainment in Seoul.