ATEEZ Hongjoong ‘Petit Coussin’
KQ Entertainment
We already know that K-pop idols are a staple at multiple fashion weeks and shows, as well as brand ambassadors for major fashion houses. But there hasn’t been a K-pop artist who hosted their own fashion show, showcasing their own collection – until now.
Known as the “Captain” of K-pop superstar group ATEEZ, Hongjoong has always been involved in fashion, having served as part of the Balmain Army for the French fashion house Balmain since 2023 (he was given the nickname “Balmain Prince”). Now, he is exploring his love for fashion with the visually whimsical and nostalgic film titled Petit Coussin.
The title itself – which translates to “Little Cushion” in French – stems from Hongjoong’s own past, as it is dedicated to the children’s clothing store his mother once owned. The 24-piece collection, personally designed and crafted by him, is a poetic blend of fashion, music, and memories of his mother and sweet childhood.
Filmed in Seoul, the fashion film features young children and teens walking on a sandy playground runway, dressed in pieces personally designed by Hongjoong. Several of the models play in the playground, wearing their outfits that echo childhood innocence, sophistication, and futuristic trends. They are wearing only socks, which represent the freedom of childhood, where you can run free without the restriction of shoes.
Celebrating the dreamlike space and wonder of growing up, the collection showcases a fairytale look filled with soft colors and tones, as well as velvet textures. The imagery evokes a sense of the story of Peter Pan, which has a hint of irony, given that ATEEZ’s lore is based on pirates.
ATEEZ Hongjoong ‘Petit Coussin’
KQ Entertainment
Released on his birthday on November 7, Hongjoong is the first K-pop idol to host his own fashion show. According to the press release, this moment “reaffirms his role as a visionary who continues to blur the boundaries between K-pop, fashion, and visual storytelling.”
ATEEZ is set to continue their performances with the upcoming appearances at the 2025 Korea Grand Music Awards with iMbank, the Dream Concert in Abu Dhabi, the 10th Anniversary Asia Artist Awards 2025, ACON 2025, and continue the Asian leg of their [IN YOUR FANTASY] World Tour from January 24 to April 4.