Anyone can have an eye for fashion, but it’s extremely special to have a heart for it, too. HONGJOONG has both—one in the literal sense. Adorned in crystals that form an eye motif across his chest (courtesy of Balmain) that shimmers throughout the studio, he confidently struts in front of the camera. He was supposed to wear the piece at Balmain’s men’s fashion show earlier in the year, but it was rescheduled to September. HONGJOONG, nonetheless, is elated to finally wear the outfit.
It’s the day before ATEEZ’s monumental and rainy show at Citi Field in Queens, NY—one of the stops on their “[TOWARDS THE LIGHT : WILL TO POWER]” world tour. And despite a busy schedule, HONGJOONG arrives at StyleCaster’s midtown Manhattan studio with a wide grin and boundless energy. He meticulously curates every decision of the shoot. He even brought his own accessories—a wide-brimmed hat to emulate his idols—and he executes each pose with precision. He’s genuinely mindful of his surroundings, thanking the staff any chance he gets and making sure they get their proverbial flowers for their hard work.
“It gives me so much inspiration to wear clothes and outfits I’m not familiar with. My opinion on fashion is changing. My favorite things are changing too.”
HONGJOONG is a creative force. His songwriting credits stretch throughout the K-pop group’s whole discography, and he develops touching ways to unite his members (like designing a ring for each band member to commemorate their Coachella debut). His positive attitude speaks to how mindful and present he is in every aspect of ATEEZ’s success—from the nitty-gritty of music production to the out-of-this-world pirate and cowboy concepts they bring to life in videos and onstage.
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
How would you describe your fashion evolution?When I was a trainee, I liked too many things. Because in those days, I thought I had to show everything to everyone. I always wore so many accessories and only colorful clothes. After we debuted, I recognized what things fit me and what things looked good for me onstage and backstage. I’m learning all of it because I can see so many photos of what I’m wearing from my fans.
My thoughts about fashion naturally evolved over the years. These days, I figure out what I wear in real time. When I wear Balmain’s clothes, I also try to figure out how the outfit fits with my own vibe.
You’ve made your own custom clothes, and I think that’s the coolest fact ever.Thank you! I’m a little shy to talk about my DIY clothes because I’m not a professional designer. But I have the confidence to always make my own things.
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
Do you have a favorite piece you made?In Phoenix, I dyed one of my clothes after I saw a David Bowie mural. I was inspired and wanted to draw on my Jacquemus colored jacket. It’s one of my favorite pieces. I’ve posted it on Instagram, but I’ve never worn it in front of people. Someday I’d like to, because it’s very colorful. It’s good for the summer and matches the Olympic ring colors.
How has touring changed the way you style yourself?Touring has helped me in a very good way. There are many opportunities to see new outfits and clothes, because when we are in Korea, we have really busy schedules. One of my hobbies is to go to some stores and see something new. I’m curious about what materials they use, what colors they use, and what’s trending. When we’re touring, we have time to look around.
Many brands sell their clothes only in America or only in Korea, so it’s very good to see different outfits across the globe. It gives me so much inspiration to wear clothes and outfits I’m not familiar with. My opinion on fashion is changing. My favorite things are changing too. For this tour specifically, I’ve worn different kinds of hats, like hunting caps and fedoras.
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
Do you have a favorite city that inspired you?In Arlington, Texas, they’re really famous for cowboy hats. When we went to Fort Worth, I got one and I wore it onstage. Everyone loved to see that. That’s one of my favorite cities because it’s always changing my mind about fashion.
We’ve tried a few cowboy things before in our songs and music videos, but when I saw people wearing it in the original place where it’s from, it was so cool. When I go to those cities in the USA, they all have different cultures.
You took some Instagram photos with the cowboy hat and referenced a meme that ATINY made viral during sendoff. So many people like to see our interactions with fans. I enjoyed it so much because when I’m onstage, I just sing and dance. But when I’m off the stage, I love to interact with our fans—ATINY—because we’re all just people. It’s so important that we do that when we release new songs and we show really good fashion. It’s more important that we get good communication with our fans, because when we release new songs, I want them to understand it better.
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
This is your first time playing big arenas and stadiums for multiple dates. What’s the experience like compared to other tours? Every ATEEZ concert that we did this year is bigger than the previous years. Every year is different, and every city is different too. We started in very small halls when we first came to the U.S. This time, we’re in stadiums and are making hit songs in the U.S. It’s something different that we have to release better songs and we have to show better stages to our fans.
But at the same time, I want ATINY to feel like we’re not far away. If we become more famous, our original fans will think that because we’re playing stadiums, we’re so far away from them. I don’t want any of our fans to feel like that.
I just want them to feel like they’re always near us and that our songs relate to their life. After our concerts, we get to meet our fans, and I want to make that communication and interaction important for them.
What’s it like to collaborate with the production team when producing songs?We have a producing team, EDENARY, and the leader of the group is Eden. He’s one of my closest friends, because I met him 10 years ago in our company and we grew up together. When I participate in making songs, it’s very natural. We use the same studio. If I have a keyword and genre in mind, they develop and give the songs and demos back to me. They ask about the direction, and there’s back and forth about feedback.
When I’m in the U.S. or another country, we do a lot of Zoom meetings to discuss and make the songs. We get to business and we think about our next albums and concepts. So that’s what makes our music very ongoing.
“I’m thankful for our members and ATINY because they’re always with me. When ATINY are telling us their stories, that gives me so much motivation to make music.”
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
What creatively drives you as a songwriter?Michael Jackson first inspired me to make music when I was in middle school. When I first listened to “Billie Jean,” I was really curious about the instrumentals. It’s not just simple synthesizer and piano sounds. I was like “How did he make this?” I was searching on YouTube how to make “Billie Jean” instrumentals. I’m studying English now, but back then I didn’t know that much. All of the comments on the video were in English. I translated it all and started to make music because of that.
Michael and David Bowie still give me a lot of inspiration. But at the same time, I’m thankful for our members and ATINY because they’re always with me. When I make music or write lyrics, there’s always inspiration from them too. When the ATEEZ members talk privately or when they tell their own stories, I think about all of that in the songwriting process. Even when ATINY are telling us their stories, that gives me so much motivation to make music.
What was your favorite fashion show? My first fashion show was Balmain last year, and this year I went to Comme des Garçons. When I first arrived at the hotel room for Balmain’s fashion show, I opened the invitation to see that it was all about flowers. I love flowers and I felt so lucky to see that it was the theme of my first fashion show. I was like, “Olivier [Rousteing] knew something!”
When I saw all the outfits on the runway, there was a dress that had flowers all over it. I was so impressed by it that I missed the two or three outfits that were walking after that. I loved the outfit that I wore to that fashion show as well—the one with a French-style beret.
Photo: George Chinsee. Design: Sasha Purdy. Suit: Balmain.
ATEEZ members just opened up their personal Instagram pages. Have you enjoyed making your own profile?I’m not someone that usually uses social media that much. When I was a trainee, I just didn’t use it. Now that we’ve made our own individual accounts, when I want to post something, I just do it. I don’t use Instagram that much because I just follow the members. I really enjoy uploading, and I’m so happy when I do it.
When I post on my feed, it’s all cool aesthetics. However, my Instagram stories are so crazy. If I get an idea, I just want to do it. I use so many filters.
What’s your favorite filter?The one where it multiplies a photo or video. Honestly, that one is my favorite. But my vibe is always changing.
This interview has been edited for clarity.
Photographer: George ChinseeCreative Direction: Sasha Purdy (@sashapurdydesign)Production Assistant: Lea VelosoHair: Nari Ju at Cheongdam Contigo (@cheongdam_contigo)Makeup: Mi Yeon Song at Cheongdam Contigo (@cheongdam_contigo)Styling: Chaewon Kim
