Gritty ‘Gamtan’ Launches 26FW Campaign with Actress Son Ye Jin… Releases ‘Modal Skin Silk Bra’

Gamtan, an underwear brand operated by Gritty, unveiled its 2026 FW season campaign 'MY COZY LAYER' on the 15th, featuring actress Son Ye Jin as the model. This campaign focuses on emphasizing softness and a cozy fit suited for the season, inspired by the idea that innerwear is the first layer to touch the skin.

The new product, 'Gamtan Modal Skin Silk Bra,' improves texture and adhesion by blending 8% silk with modal material. It is composed of various designs, such as camisole-type, strap-type, and hook-type, so that customers can choose according to their body type, and it applies calm colors that suit the autumn atmosphere. The introduction of a seamless fusing method to reduce foreign sensations when worn is expected to provide practical convenience to consumers with many long-term activities.

A representative from Gritty stated, "We planned this campaign to convey the comfort that Gamtan possesses with an even softer and cozier sensibility this FW season," and added, "It is a product that focuses on the materials and fit that directly touch the skin." Attention is focused on how the emotional marketing using the brand muse and the material differentiation strategy will lead to actual market share expansion in the fierce underwear market.