There's something quietly compelling about the way Joshua Hong is moving through fashion right now. It's not loud or overly styled, and that's exactly the point. Spotted on not one but two covers of PUSS PUSS Magazine — for both its UK and China editions — the Seventeen member isn't just having a fashion moment; he's carving out a space that feels more personal, more considered.
What makes this particular milestone interesting isn't just the dual exposure, but the timing. Fashion has been leaning towards something softer lately–less about statement for the sake of it, more about identity and ease. Joshua fits into that shift almost naturally. His presence doesn't feel imposed; it feels like it belongs.
A Rare Dual-Cover Moment
For a magazine like PUSS PUSS, which has always favoured a slightly offbeat, culture-first approach to fashion, choosing Joshua for both its UK and China covers feels deliberate. Since its launch in London in 2014, the publication has featured names like Sharon Stone and Charli XCX–figures who bring a certain point of view with them.
Joshua becoming the first to front both editions since the China expansion in 2022 says a lot, but not in an obvious way. It's less about 'breaking records' and more about bridging audiences. There's a quiet confidence in that–no need to overstate it.
The images themselves lean into that same mood. Relaxed tailoring, muted tones, nothing overly complicated. It's the kind of styling that doesn't try too hard, which, ironically, is what makes it feel elevated. His expression — steady, almost introspective — does most of the work.
More Than Just a Fashion Moment
If you've followed Seventeen for a while, you'll know that their appeal has always gone beyond music. There's a precision to what they do, yes, but also a sense of personality that comes through in unexpected ways. Joshua, in particular, has always felt slightly understated within the group's dynamic–and that's what makes moments like this land differently.
In his interview, he reflects on experiences that, not long ago, might have felt out of reach–attending events like the Super Bowl and the Golden Globe Awards. But rather than leaning into the glamour of it all, his response is surprisingly grounded. 'These were opportunities that would never have come my way without Seventeen,' he says. 'Every moment, I realise what a huge blessing it is to be a member of this team.'
There's no performance in that statement. It reads as sincere, almost reflective of someone still figuring things out in real time–which, in itself, feels refreshing.
The Subtle Power of Personal Style
What stands out most in this editorial isn't a single outfit or standout piece–it's the consistency of tone. Joshua's style here doesn't rely on trend cycles or bold experimentation. Instead, it leans into something steadier: proportion, texture, restraint.
And that's where it quietly aligns with where fashion is heading. There's been a noticeable shift away from overt branding and into pieces that feel wearable, even when styled for a shoot. It's less about being seen, more about being remembered.
Joshua touches on that idea, in his own way, when he says: 'I'm constantly exploring what I truly like. I believe that after trying many different experiences, you can discover what you're genuinely passionate about.' It's not a groundbreaking statement, but it doesn't need to be. It feels honest—and that honesty carries through the images.
Seventeen's Ongoing Momentum
This moment also arrives at a time when Seventeen's trajectory shows no signs of slowing. Their SEVENTEEN WORLD TOUR [NEW_] ENCORE recently wrapped in Incheon, drawing a combined audience of more than 900,000 across seven months. It's the kind of scale that's easy to reduce to numbers, but the atmosphere — particularly at the final shows — told a different story.
There was a sense of continuity, especially when all 13 members signalled their intention to renew their contracts. In an industry where change is almost expected, that kind of stability feels notable.
For Joshua, it seems to create a steady backdrop. While the group continues to operate at full scale, he's able to explore moments like this–fashion projects that feel quieter, but no less impactful.
A Shift That Feels Natural
What makes this dual-cover moment resonate isn't just its reach, but how unforced it feels. There's no obvious attempt to 'break into' fashion–it's more like fashion is meeting him where he already is.
And perhaps that's why it works. The industry, increasingly, is moving towards individuals who bring something of themselves into the frame, rather than simply wearing what they're given. Joshua doesn't overcomplicate that idea. He just shows up, consistently, with a sense of ease.
It's subtle, but it stays with you–and in a landscape that's often defined by excess, that kind of restraint can feel surprisingly powerful.
