For K-pop star Hongjoong, everything comes back to self-expression. At 27, he leads ATEEZ, a boy band that’s taken the world by storm. Over the past seven years, he’s turned the group from an underdog into global icons, even performing at Coachella.
Between world tours and fashion events, Hongjoong has ventured into fashion design. On his 27th birthday, he launched his first collection, Petit Coussin, through a stylish online show. The collection, inspired by childhood memories, features 24 unique looks modeled by young talents.
Hongjoong explained in a recent interview that his experiences at fashion shows sparked his desire to create. Visiting designers’ studios left him inspired, pushing him to create his own show. “I knew it was the right time,” he shared, eager to explore this new passion.
Despite ATEEZ’s packed schedule, Hongjoong finds pockets of time to balance his creative pursuits. “I have enough time for myself,” he said. Rather than wasting downtime, he uses it to work on music or design projects.
The design process took about six months. He often jotted down ideas while traveling, letting inspiration flow from his surroundings. He recalled dropping into Dongdaemun, a famous shopping hub in Seoul, to explore materials and envision outfits.
His choice to focus on children’s clothing stemmed from a personal connection. Reminiscing about his mother’s shop, he wanted to capture that nostalgia. He was inspired by the detail required in smaller garments, making them both challenging and delightful.
The collection name, Petit Coussin, has a sentimental backstory. It references his mother’s shop, originally called Petit Cochon—meaning “small pig” in French. After realizing that wasn’t the best name for fashion, he chose “coussin,” which means “cushion,” to tie it back to warmth and comfort.
Hongjoong’s fashion sense on and offstage differs. Onstage, he embodies a character, while offstage, he enjoys expressing his true self through casual outfits. He shared, “I wear what I feel like each day.”
To unwind amidst chaos, he’s taken up running recently. It provides him space to think and be present with himself, essential for managing a busy life. Creating, whether it’s clothes or music, helps him channel his thoughts into something tangible.
Looking ahead, Hongjoong wants to expand his fashion endeavors. He sees every project as an opportunity for self-expression and growth. “I had fun through this process. I want to do more projects,” he shared. With his passion for design and talent in music, the future looks bright for Hongjoong.
In a world where personal expression is crucial, Hongjoong stands out as a multifaceted artist. His journey reflects how creativity can lead to new paths and inspire others.
For more on Hongjoong’s journey and fashion insights, check out The Hollywood Reporter.
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