Song Ji Hyo is putting her confidence in her brand on full display.
On June 23, NINA.SSONG, the lingerie brand run by Song Ji Hyo, shared new product photos on its official Instagram.
In the photos, Song poses naturally in pieces in a range of colors. Her toned figure and healthy glow quickly drew attention.
The shoot stood out because Song, the brand’s CEO, modeled the pieces herself rather than using a professional model. She is known to have been involved in the process from product planning to production, and by wearing the designs herself, she showed her confidence in the brand.
Song previously gave a glimpse into her life as a CEO on the June 18th episode of her YouTube channel, where she spoke about her passion for the lingerie business. While introducing a new product, she described it as something she created after “ambitiously coming up with the idea.”
She also shared why she decided to start the brand.
“Rather than lingerie that only looks pretty, I wanted to make pieces you keep reaching for because they feel comfortable on your body,” Song said. “I started with the thought of making lingerie for my own body.”
After preparing for about eight years, Song launched the lingerie brand last year. The brand has since expanded overseas, entering markets including Indonesia, the Philippines, Thailand, Vietnam, Hong Kong, Taiwan and China.
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