Xmag UK presents exclusive details of ‘Petit Coussin’, the debut collection of Hongjoong as designer featuring 24 looks crafted by hand.
Known globally as the captain of ATEEZ, Hongjoong now steps into fashion from the designer’s seat with ‘Petit Coussin’, his first ever authorial collection built from childhood memories and the children’s clothing shop his mother owned when he was young. For the first time, an idol is hosting his own fashion show as creator, presenting 24 looks designed, built and developed by him. He will also release a fashion film in four chapters, spanning 24 hours, on 7 November — his birthday.
‘Petit Coussin’ is more than a concept project: it is autobiographical language translated into garments. It retrieves the tenderness of memory, the freedom of childhood, and the emotional texture of early aesthetic coding. This is not nostalgia for aesthetic effect: it is origin, identity and authorship.
Speaking exclusively to Xmag UK, Hongjoong explains what it meant to turn personal memory into design:
“It was honestly such a new and different experience for me — something I’d never done before — so everything felt like a challenge at first. From choosing fabrics and materials to sketching the designs, every step was unfamiliar. But that was also what made it so exciting. I was discovering a whole new way to express myself, and that feeling of learning and creating from scratch was really special. I’d never really thought about how much my childhood memories, especially playing in my mom’s store, might have influenced my love for fashion, but working on this project made me realise just how connected those moments are to what I do now.”
With ‘Petit Coussin’, Hongjoong opens a new space in the cultural bridge between K-pop and fashion: a designer that does not perform fashion — he originates it. A collection that is not launched as campaign moodboard, but as emotional archive. Here begins his fashion universe, from the source.
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