Song Ji Hyo Dazzles in Latest Lingerie Photoshoot, Showcasing Her Own Brand

Actress Song Ji Hyo has unveiled a stunning new photoshoot for the lingerie brand she launched, personally taking center stage as the model. This comes after she candidly shared that the business once faced slow sales, with “only one order a day.” Now, her underwear venture is on the rise, expanding into the global market and marking a significant turnaround.

On the 10th, Song Ji Hyo shared the latest product images via the brand's official social media, showcasing her vision and style.

In the revealed photos, she effortlessly sports a new bra top design paired with jeans, radiating a natural yet sophisticated allure that perfectly captures the brand's essence.

What makes this photoshoot particularly special is Song Ji Hyo's deep involvement. She’s not just the face of the brand; she's the CEO and director, personally orchestrating the creative direction. Her toned physique and vibrant energy have captivated fans, drawing admiring comments like “As expected of Song Ji Hyo,” further solidifying her appeal.

Song Ji Hyo launched her intimate apparel brand, NINASONG, last December. She revealed that the brand was a passion project eight years in the making, and she was hands-on from the initial planning stages, not just lending her celebrity name. Her dedication was evident as she personally visited markets to select fabrics, meticulously revised samples, and rigorously tested the fit and comfort of the products herself.

Sharing her brand's philosophy, Song Ji Hyo explained, “Many people think I’m just a model, but I’m involved in the design, material selection, and sales strategies. I wanted to create underwear that women can truly wear comfortably.”

The early days of the business were indeed challenging. In April, during an appearance on singer Kim Jong Kook’s YouTube channel, Song Ji Hyo openly discussed the difficulties, admitting, “The underwear isn’t selling well, and there are problems.” Her honest confession about experiencing “only one order a day” resonated with many and garnered significant support as she shared the unvarnished reality of entrepreneurship.

This transparency proved to be a turning point. Since that candid revelation, public interest in the brand has surged, leading to increased product inquiries. Most recently, the business has achieved a significant milestone with the launch of a global online store, making NINASONG accessible to consumers worldwide.