It’s been an extremely busy few months for Ateez’s Hongjoong. Yet amidst a gruelling world tour schedule that came hot on the heels of the release of the octet’s 12th EP and the drop of their ‘In Your Fantasy’ MV, the group’s leader—better known as Ateez’s ‘captain’—has managed to find the time to pursue another one of his creative pursuits. Namely, Petit Coussin, which stands as both the name of a children’s capsule collection, as well as a fashion film that he has been diligently working on over the past few months.
Released over four parts on his birthday, 7 November, the fashion film showcases Hongjoong’s colourful vision: 24 looks brimming with whimsy, imagination and play. An homage to his mother’s children’s clothing store—which Hongjoong spent plenty of time in as a kid with his brother—he cites the warmth of that space and his mother’s presence as the biggest inspiration behind Petit Coussin. “The shop felt like our playground—we would run around between piles of clothes and play with all the colourful fabrics. Interestingly, the store’s name was originally Small Pig in French, but when written in Korean, it sounds like Petit Coussin. So that’s where the name came from,” he reminisces.
A cursory glance at Hongjoong’s own personal style codes will reveal a tied thread between his own wardrobe and the children’s clothes he designed for Petit Coussin. Teeming with vivid colours, eclectic prints and childlike sensibilities, the looks span bright suiting, vests, embroidered jackets, tulle dresses and plenty of headwear (something many Atinys will recognise as a key accessory in the Ateez captain’s own personal closet).
“I’ve always loved colourful things. Looking back at old photos, my mum used to dress me in soft, blended tones—not pure reds or oranges, but warm shades that sat in between. I wanted to bring that same gentle warmth into this collection. For the prints, I used motifs like marigolds. Some pieces felt more natural with embroidery, while others—like some of the pants—worked better with prints,” he explains.
But it’s certain he remembers what it was like to be running freely about as a kid too—whether it was like the Lost Boys of Neverland or Kevin from Home Alone. “For kids, clothes aren’t just something to wear, they’re a way to imagine and play. So I wanted this collection to be comfortable yet playful, with a touch of whimsy. I hope that when children wear these pieces, they can feel like the main character in their own story or even a little hero of their own world,” says Hongjoong.
Notably, this sense of unbridled freedom comes through best via Hongjoong’s chosen medium to showcase his 24-look strong collection. The fashion film, Petit Coussin, sees the child models entering a playground set, finding their own way around the space and creating their own memories with each other. “Filming with the children was such a joy. I wanted to capture their playfulness just as they were, not something staged. Watching them brought back my own childhood memories and made the whole experience feel very warm and real,” he beams.
“I didn’t want this project to just end with making clothes…I wanted to tell a story that connects my childhood and everything I’ve felt growing up. The memories of playing between piles of clothes in my mum’s small shop, the warmth of that space, and the innocence of it all. It was about bringing those memories and growth to life,” he adds.
As for where this might take the K-pop star next? “Of course, I’d love to keep exploring fashion. Through this project, I learned so much and realised that fashion isn’t just about clothes, it’s a language that can tell stories. I still have a lot to learn, but that’s what keeps me humble and motivated to challenge myself. I have deep respect for everyone who’s built their craft in this industry, and I hope to keep growing sincerely, step by step, in my own way.”
It seems that in Hongjoong’s playground, there’s only more to explore. But we’re sure he’ll be confidently steering the ship in whatever he does next.
