Son Ye-jin Stars in 2025 Summer Underwear Campaign Promoting Posture and Comfort
The campaign highlights Son Ye-jin, a top actress in Korea and known fitness lover who enjoys health-focused activities like golf and Pilates, sharing her personal satisfaction with the brand’s new product. The ad emphasizes the key strengths of the product in a straightforward and intuitive way.
The featured product is a posture-correcting bra that naturally supports good alignment simply by wearing it. Its signature “X-Fit” 3D pattern gently pulls the shoulders and back to lift the chest without tight pressure, helping maintain proper posture. It also smooths out bulges and covers side breast fat, creating a sleek silhouette. It’s ideal not only for daily wear but also as supportive underwear for activities like golf and Pilates.
The newly launched 2025 Summer “Air Cool” line features materials optimized for the peak of summer, making it more breathable and refreshing. The X-Fit technology remains intact, now enhanced with a premium mesh fabric that keeps sweat at bay and offers instant cooling and comfort upon contact with the skin.
In the comment section, netizens left mixed comments such as “It’ll probably get more expensive“, “All I can see is her back” and “As a consumer, I don’t think it’s a product worth praising.”
However, Son Ye-jin’s involvement brings attention to the importance of functional fashion, especially for those leading active lifestyles. Her collaboration with the brand underscores a shared vision of empowering individuals through apparel that supports both form and function.
