ATEEZ's Hongjoong Blends Childhood and Style in Debut Fashion Line 'Petit Coussin'

In November 2025, ATEEZ's 27-year-old leader Hongjoong unveiled his debut fashion line, 'Petit Coussin', or 'Little Pillow' in French. The collection, timed to coincide with Hongjoong's birthday, was showcased through a filmed fashion show on the group's YouTube channel.

Hongjoong, who has been at the forefront of shaping ATEEZ's journey from an underdog group to global stars, spent the last six months working on the fashion project. Inspired by memories of his childhood, the collection featured 24 looks designed by Hongjoong and modeled by young models. The show was divided into four parts, each representing a different time of day.

"I just wanted to bring my child side to [the present]," Hongjoong explained. The name 'Petit Coussin' was inspired by his mother's former children's clothing store, 'Petit Cochon', which Hongjoong discovered was French for 'small pig'. He opted for the similar-sounding 'coussin', meaning 'cushion' in French.

Hongjoong's passion for fashion has been growing over the past few years, with the performer frequently visiting fashion show studios and workrooms. Despite ATEEZ's busy schedule, he found time to work on the project, utilizing his late-night hours to bring his vision to life. The process involved sourcing materials from the Dongdaemun market in Seoul and collaborating with a local tailor to bring his sketches to life.

With the successful launch of 'Petit Coussin', Hongjoong hopes to continue exploring his fashion design talents and expressing himself through various creative projects in the future.