Interview: ATEEZ’s Hongjoong’s Childhood Memories Meet High Fashion With Petit Coussin
by Tayah Fox
Hongjoong—captain of the K-pop superstar group ATEEZ—has entered a new chapter in his fashion journey with the debut of his first clothing line, Petit Coussin (little cushion).
Named after the children's clothing store run by his mother during his adolescence, Petit Coussin stands as a symbol of childhood innocence and freedom. The collection features 24 looks, all crafted by Hongjoong himself, allowing him to showcase his creativity in other art forms outside of music.
Each design became a stylish reality in the Petit Coussin fashion show. Child models strolled around a playground-themed runway, donning the avant-garde designs of Hongjoong's artistic vision, inviting us to experience his childhood memories with him. In an interview with Sweety High, Hongjoong spoke about Petit Coussin, childhood memories and the process of bringing this fashion line to life.
Sweety High: Petit Coussin takes its name from your mother's children's clothing store. Can you tell us how this store and your mother influenced your interest in fashion?
Hongjoong: Honestly, before working on this project, I never really made the connection. But while preparing for it and looking back at photos and videos from that time, I realized that maybe it all started there. The colors, the textures and the warmth of that space—and my mom's presence—must have stayed with me without me even realizing it.
(Photo credit: KQ Entertainment)
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SH: Could you share a fond childhood memory of the clothing store?
Hongjoong: When I was little, I spent most of my time at my mom's store. After school, I'd go straight there, help her fold clothes or chat with the customers. I still remember the mix of fabric scents and laughter that filled the space—it always felt warm and alive. Maybe that's when I first realized that clothes aren't just things people wear, but something that holds people's stories and emotions
(Photo credit: KQ Entertainment)
SH: If you could go back in time to little Hongjoong in his mother's clothing store, what would you tell him now that you've completed a creative project like Petit Coussin? What would this collection mean to him?
Hongjoong: If I could go back, I'd tell little Hongjoong, "You were just a kid watching clothes in your mom's shop, but those quiet moments shaped who you are now. The warmth and excitement you felt back then led to something really special. This collection would feel like a gift to your mom—and I think little you would never have imagined that one day you'd be the one making the clothes she used to sell. Just picturing her smiling while looking at what you've created would make everything worth it."
(Photo credit: KQ Entertainment)
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SH: Could you elaborate on the meaning behind the collection's tagline, "From Childhood to Childhood"?
Hongjoong: When we were kids, we believed anything was possible—there are no limits. But as we grow older, we tend to lose that sense of freedom. "From Childhood to Childhood" is about going back to that pure mindset. With this collection, I wanted to reconnect with that feeling of doing something simply because I loved it, just like when I was a kid.
(Photo credit: KQ Entertainment)
SH: What steps were involved in making the 24 Petit Coussin looks?
Hongjoong: The whole project began with the idea of a full day, 24 hours. As kids, our biggest dream was simply to play all day and night, without worrying about anything. I wanted to capture that feeling through the image of children playing in a playground from dawn to night. So I designed looks to match each time of day, searched for fabrics that reflected those moods, and worked on the set design and music to make it all flow as one story. It took a lot of time, but it was such a joyful and meaningful process.
For more interviews with the K-pop artists who inspire us, click HERE to hear from BOYNEXTDOOR on their recent mini-album, The Action.