Imagine a K-pop superstar who not only conquers stages worldwide but also pours his soul into designing dreamy outfits—now, that's Hongjoong from ATEEZ, turning his personal story into wearable art with his debut fashion line, Petit Coussin. It's a journey that blends innocence, ambition, and raw creativity, and trust me, it's one you won't want to miss!
For Hongjoong, the charismatic 27-year-old rapper and producer who leads the chart-topping boy band ATEEZ, everything boils down to expressing who he truly is. As the group's captain—a term that highlights his guiding role—Hongjoong has spent the past seven years steering ATEEZ from humble beginnings at a modest South Korean label to international stardom. They've soared to the top of global charts, including two appearances on the Billboard 200, and made history as the first K-pop boy group to headline Coachella, captivating audiences with their energetic performances and intricate concepts.
Amidst globe-trotting adventures like jet-setting to Paris Fashion Week and embarking on sold-out tours with the eight-member ensemble, Hongjoong has taken on yet another exciting challenge: becoming a fashion designer. Coincidentally timed with his 27th birthday on November 7, he unveiled his inaugural fashion collection, Petit Coussin—which translates to 'little pillow' in French—through a captivating video fashion show on ATEEZ's YouTube channel. Drawing from nostalgic childhood memories, the show unfolds in four segments, each representing a different time of day, and showcases 24 unique looks crafted by Hongjoong himself, brought to life by a group of youthful models.
"I simply aimed to channel my inner child into the here and now," Hongjoong shared with The Hollywood Reporter during a Zoom call from KQ Entertainment's Seoul headquarters. Sporting a casual jacket from his own earlier designs, the artist emphasized how this project revives playful elements of his past.
But here's where it gets intriguing—how did a schedule-packed idol carve out time for such a creative leap?
In the interview below, Hongjoong walks us through his design journey, revealing how his mother sparked the collection's essence, and why he's perpetually chasing fresh endeavors.
What sparked this venture? Can you trace its origins for us?
Over the past couple of years, I've attended numerous fashion shows. Each time, I'd peek into the designer's studio or workspace, and it stirred something profound in me—a feeling distinct from crafting music or performing on stage. I thought to myself, 'One day, I'll create my own clothes and host my fashion show.' Sensing this as the ideal moment, I kicked off the project earlier this year.
Speaking of timing, I'm fascinated—with ATEEZ's nonstop itinerary, when did you squeeze this in?
Our band's calendar is jam-packed, yet I've carved out late-night slots for personal pursuits. People often assume we're overwhelmed, but I believe in maximizing every minute. Instead of lounging idly, I dive into creations—whether music or now, fashion. There's ample opportunity, and I seize it.
How extensive was your work on this?
It spanned nearly six months. Like with music, I begin with a tiny spark and expand it into something grand. On a flight, feeling a touch of monotony, I decided to shake things up with this wild fashion endeavor.
What steps followed?
Towards year's end and into the new one, I explored Dongdaemun, Seoul's bustling hub for fabrics and apparel supplies. Wandering there, I'd snap photos of captivating materials. Mid-flight, I'd scroll through my phone, select an inspiring fabric, and jot down imaginative notes since I lacked a sketchpad.
Regarding the designs for each piece?
Initially, lacking drawing skills, I'd sketch rough approximations and label sides and elements. The thrill mirrored my first music experiments—I couldn't wait to bring ideas to life upon landing.
From Dongdaemun discoveries, I reached out to a quaint shop run by an elderly gentleman. 'I'd like to craft this,' I explained, promising refined sketches. That's how my first garment materialized.
You've invested so much—why opt for children's wear in the collection and show? It had such an endearing charm.
That anecdote was about my personal pieces. I aimed to wear my creations first, then expand. It's akin to music production: start with a basic beat and layer on complexity. For fashion, I began small, where details shine more vividly. Smaller sizes demand intricate touches, making them delightful. After Jacquemus' June show, evoking his rural childhood nostalgia, I recalled my mother's old children's clothing shop. That planted the seed.
How did 'Petit Coussin' come about?
My mom's store was named 'Petit Cochon,' pronounced with a Korean flair; I didn't grasp its meaning until asking. She revealed it's French for 'small pig.' While amusing, 'pig' felt unsuitable for fashion. Seeking a similar-sounding word, I landed on 'coussin' (French for cushion), birthing 'Petit Coussin.'
It feels almost destined. Did your mother's shop influence your fashion interest? Were you immersed in clothing as a kid? How did your passion for style develop?
Funny, I hadn't connected the dots before. When she shared photos and preserved outfits, it clicked—perhaps that's the foundation.
Your onstage persona is theatrical, but offstage, you have a distinct vibe. Elaborate on the contrasts between stage and personal style.
I see it as all authentically me. ATEEZ's stages vary thematically, where I embody the captain role, blending our raw, edgy image with my personality. Consultations with my stylist help infuse my essence. Offstage, it's pure expression—no roles to play. Mornings, I select outfits based on whim, reflecting my daily mood. If fans notice and think it's cute or cool, it reinforces my self-perception. No grand strategies—just spontaneous feels.
And this is the part most people miss—how do you practice self-care amid the chaos?
Lately, I've embraced running for solo time outdoors—a recent habit that's become routine. Traditionally, though, self-care meant solitary creation: brainstorming projects to quiet my overactive mind. I'm constantly planning, and crafting distracts from overthinking. I produce relentlessly; if not for public eyes, I stash it away, sharing only successes.
I totally get that. What aspirations do you have for this line and show? What's your next move?
Since debuting, I've tackled numerous solo and group projects, all about self-expression. This fits right in—aligning with my upcoming birthday, I want to narrate my tale via fashion. The sheer joy of this experience has me eager for more design ventures. It might extend to other expressive outlets. Overcoming hurdles taught me lessons I'll apply onstage, continually challenging myself across domains.
But here's where it gets controversial— is Hongjoong blurring the lines between idol duties and personal passions, or is this a healthy outlet in an industry notorious for burnout? Some might argue he's setting a positive example, while others could see it as spreading himself too thin. What do you think—does prioritizing creative side projects like this empower artists, or does it risk diluting their main craft? Share your takes in the comments; I'd love to hear agreements, disagreements, or fresh perspectives!
