This year, once again, ATEEZ’s leader Hongjoong surprised everyone with a truly unique project: a fashion show celebrating his birthday.
In past years, he organized photo exhibitions (A Walker, which we covered here) and even a charity marathon. This time, however, he chose to merge his love for fashion with his creative spirit, bringing his very first fashion show, Petit Coussin, to life.
More than a simple runway, Petit Coussin is a dreamlike, emotional journey through the memories of his childhood. The idea came to him while looking through old childhood photos — he was struck by the charm of the clothes he wore back then, and by the desire to turn those memories into something tangible.
“One day, while looking at my old childhood photos, I noticed that the clothes I wore as a kid were really beautiful. I thought, ‘I should start my very first show with young models full of dreams,’ and that’s how it all began.” — Dazed Korea
The Meaning Behind Petit Coussin
IThe collection’s name carries a deep emotional significance: Petit Coussin was the name of the children’s clothing store run by his mother, who often dressed him and his brother in those outfits.
“It was called Petit Coussin (Little Pillow), written in Korean. The idea touched me — a little pillow you can dream upon. I built the entire show around that concept.” — Dazed Korea
That name encapsulates the essence of his childhood: tenderness, serenity, and imagination. Hongjoong fondly recalls the time spent in the store’s warehouse, which for the child he once was “remains in his heart as a warm, joyful space filled with memories.”
The Scenography: A Dream Comes to Life
The world of dreams and emotions envisioned by Hongjoong unfolds in a playground.
The models — mostly teenagers — walk barefoot or in socks across a sandy runway, a symbol of the freedom and lightness that define childhood.
Floating pillows hang in the air like clouds, creating a surreal, suspended atmosphere.
The setup evokes a return to that age when a simple game was enough to imagine countless possible futures, when the adult world still felt far away and dreams remained pure.
Soft lighting that follows the rhythm of the day and a small wooden house from which the models emerge turn the space into an oneiric landscape. The show doesn’t just celebrate childhood — it celebrates the dream itself, as a place of creativity and emotional refuge.
To me, childhood is a dream.
For Hongjoong, fashion is precisely that: the ability to give shape to dreams. Designing, selecting fabrics, and creating each piece became his way of transforming memory into something real. Conceived as an immersive performance, the show is built on the idea that fashion can express emotions and visions, not just aesthetics.
The music, composed by Hongjoong himself, accompanied every step on the runway — a soundtrack blending his two passions, music and fashion — heightening the sense of nostalgia and wonder.
During the creative process, he immersed himself in the books and films he loved as a child, Peter Pan or Snow White, and in old family videos. From those memories, he built a world suspended between reality and imagination, where every detail speaks of the dream of staying true to oneself, just like back then.
Aesthetic and Structure of the Collection
The real stars, however, were the clothes designed by Hongjoong himself.
The 24 pieces were divided into four themed sections:
Echoes – Playground 1998 – Petit Coussin – The Edge of Tomorrow.
Each arc corresponds to a different time of day and its own color palette, covering the cycle from dawn to night — symbolically, each piece represents one of the 24 hours in a day.
Echoes
Neutral and warm tones — beige, brown — bring to life vests, blouses with puffed or balloon sleeves, delicate ruffles and drapes, soft shorts, and cords tied at the waist.
Playground 1998
Deep green, pink, burgundy, and white blend together in looks ranging from asymmetrical skirts to leather suits and long trench coats. Accessories include bandanas, wide-brimmed hats, and berets.
A recurring motif is the marigold, Hongjoong’s birth flower, embroidered on key pieces like a burgundy leather jacket and the sleeves of several garments.
Petit Coussin
The opening look, the most eccentric and slightly breaking the collection’s flow, is a military-cut electric blue jacket, trimmed with fur and gold details — a tribute to Michael Jackson, one of Hongjoong’s idols. The phrase “No1 like me” stands out as a personal signature.
Following are flowing blouses with puffed sleeves paired with vests and trousers, kaftan dresses with embroidery and ruching in shades of blue, brown, pink, and black.
The Edge of Tomorrow
Closing the show are asymmetrical tartan and tulle dresses decorated with ruffles, paired with crisp white or dark shirts.
A standout piece is a sweatshirt dress with cutouts, featuring the show’s logo: “Petit Coussin 1998 No1 like me.”
The color tones progress throughout the show — from the pale hues of early morning to richer, brighter shades as the day advances.
The collection’s aesthetic clearly draws inspiration from Peter Pan, a figure Hongjoong has always felt deeply connected to: a symbol of eternal youth reflected in the bandanas, short trousers, and playful freedom running through the show.
At the same time, there’s an evident nod to the Victorian era — lightweight blouses with puffed sleeves, ruches, and voluminous shapes reminiscent of that period’s soft lines and intricate detailing.
This blend reveals Hongjoong’s thoughtful research and genuine passion for the history of costume and fashion — a point he himself emphasized, noting the study and dedication behind every piece.
A Tribute to His Mother — and to the Dreams of Yesterday and Today
Above all, Petit Coussin is a love letter to his mother, the person who nurtured his creativity and belief in himself.
This project made me realize how much my mother’s love and care have become the strength that shaped who I am today.
Created over six months, the collection is not meant for sale — its sole purpose is to show new sides of Hongjoong to ATINY, ATEEZ’s fandom, through the visual language of fashion.
Each garment tells a fragment of his inner world: his memories, his sensitivity, and the freedom of the child that still lives within him.
The opening and closing looks were inspired by two of his childhood photos, completing the circle of a story that begins in the past and looks toward the future.
This is only the beginning.
With his passion and artistic vision, Hongjoong will undoubtedly continue to create projects where music, fashion, and art intertwine.
Who knows what dream he’ll make us live next.
