petit coussin | hongjoong debuts capsule collection and fashion film

On stage, Hongjoong is the all-seeing Captain of ATEEZ – the K-pop group conquering global stages with a ferocious, pirate-king energy. A composer, rapper and performer, he’s known for an intensity that borders on feral. But for his first solo fashion film, ‘Petit Coussin’ (Little Cushion), Hongjoong trades that fire for something gentler – an introspective, deeply personal exploration of childhood memory.

The project marks his official debut as a creative designer, unveiling 24 original looks of his own making. Shot in Seoul, the film transforms a simple, sandy playground into a dreamlike runway for teen models. Told through four chapters, from dawn to night, it unfolds as a “poetic blend of music, fashion and memory,” tracing the slow rhythm of growing up.

Each of the 24 looks channels that nostalgic, day-to-night narrative. Silhouettes are soft and free, designed with a childlike sense of wonder but executed with precision. Gentle corals, mellow blues and muted pinks meet bursts of emerald and yellow-gold. A structured military jacket is softened with crystal embroidery; tulle skirts float over tailored shorts; and playful floral prints dance across loose-fit trousers. It’s an elevated children’s capsule, balancing sharp tailoring with the joy of movement and imagination.

The heart of ‘Petit Coussin’ lies in its inspiration – a direct homage to Hongjoong’s own past and his mother’s children’s clothing store. It’s what gives the project its authenticity, separating it from the usual celebrity design experiment.

For longtime ATEEZ fans, this creative turn hardly comes as a surprise. The group, known for their cinematic storytelling and explosive performances, has always had Hongjoong at its artistic core. Beyond composing and producing much of their music, he’s long been known for reworking and customising his own stage outfits, often with the precision of a couture atelier. ‘Petit Coussin’ simply expands that instinct into an entire visual world.

And while ATEEZ’s rise shows no signs of slowing – from making history as the first male K-pop group to perform at Coachella, to scoring two Billboard Hot 100 hits – ‘Petit Coussin’ represents a different kind of triumph for Hongjoong. It arrives just as the group prepares for their 2026 ‘In Your Fantasy’ world tour, a moment that perfectly mirrors his dual identity: performer and designer, global star and sentimental craftsman.

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photography. courtesy of KQ Entertainment
words. Gennaro Costanzo