Hongjoong of ATEEZ steps into a new creative space with ‘Petit Coussin,’ a fashion film that feels intimate and quietly confident. The project opens the door to a world shaped by childhood memories and youthful imagination, yet presented with the sophistication of an artist who understands how to translate sentiment into style.
Filmed in Seoul, the short unfolds across a series of soft transitions from morning to night. Teen models walk across a sandy playground that becomes an unlikely runway. They wear twenty-four looks designed by Hongjoong, each one shaped by gentle silhouettes, tender colors, and textures that seem lifted from the pages of a well-loved storybook. The film moves slowly and deliberately. Each scene lingers on the clothing in a way that allows the emotional thread of the collection to settle in.
‘Petit Coussin’ draws from Hongjoong’s own upbringing and from his mother’s children’s clothing store. Rather than leaning on nostalgia for effect, he turns memory into design language. The result is a collection that feels personal, almost private, yet entirely ready for the world of fashion. There is a sense of sincerity here. A desire to show how the earliest moments of self-expression can shape the creative voice we learn to trust as adults.
For an artist already celebrated for his vision, this project signals a deeper shift. Hongjoong is not only performing on a global stage. He is building visual narratives. He is shaping style in a way that feels thoughtful rather than loud. Quiet rather than dramatic. ‘Petit Coussin’ is a reminder that fashion can be a return as much as a debut. It invites the viewer to remember their first dreams and to see how gently they can evolve into something new.
Featured Images: KQ Entertainment
