What has Song Ji Hyo been up to more than half a year after diving into the fashion industry? On August 26, the official fanpage of Nina.Ssong her lingerie brand unveiled a new photoshoot with the actress herself as the model, captioned simply: “New product launch!”
Dressed in a light gray bralette and matching shorts, Song Ji Hyo exuded both sensuality and effortless charm. The photos captured her lying casually on a white bed with a book covering part of her face, or relaxing on a sunlit sofa. The atmosphere radiated natural elegance—seductive yet unforced, stylish yet comfortable.
Nina.Ssong, founded by Ji Hyo, pursues a balance between practicality and modern aesthetics. Unlike many lingerie brands that focus heavily on overt sex appeal, Nina.Ssong places comfort first. Her latest photos not only serve as a promotional campaign but also underline her brand’s core message: beautiful lingerie should, above all, make the wearer feel at ease.
At 40+, Ji Hyo’s timeless beauty combined with the minimalist designs drew countless praises from fans: “Makes me want to buy instantly,” “This is so Song Ji Hyo,” and “It’s even better because she’s the one modeling and promoting it.” The positive feedback is encouraging for the actress, who previously admitted to facing serious challenges at the beginning of her business venture.
In late 2024, Ji Hyo shocked the public by officially launching Nina.Ssong, a project she had nurtured for eight years. With her fame from the national variety show Running Man, many expected the brand to soar instantly. Reality, however, was harsher.
Earlier in 2025, Ji Hyo candidly confessed on a broadcast that sales had been sluggish: “Some days I only get one or two orders.” The bittersweet honesty surprised fans, reminding them that even for an A-list celebrity, fashion is a brutal, competitive business that doesn’t guarantee success.
Still, Ji Hyo refused to give up. Instead of staying behind the scenes, she became actively involved in every stage—from modeling lookbooks and shooting product photos to overseeing production quality.
Currently, Nina.Ssong focuses on two main product lines: lingerie and women’s sleepwear, priced between 20,000 and 130,000 won (approx. $15–$100). The mid-range positioning makes the products more accessible, but it also pits the brand against countless competitors. Struggles in the early stages are therefore unsurprising, yet Ji Hyo’s persistence and personal touch hint at long-term growth.
Sources: K14
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