GS Shop Launches Premium-Material Brand "SO,NATURAL"...Raising the Bar for Premium Standards

SO,NATURAL, focusing on the intrinsic value of materials...maximizing the texture and silhouette of the fabric
First unveiling of the "Silk Collection" on "The Collection" broadcast at 9:20 a.m. on the 28th of this month

GS Shop is expanding its fashion portfolio by launching a new in-house fashion brand, "SO,NATURAL," centered on premium materials.

SO,NATURAL is a brand that focuses on the intrinsic value of materials, minimizing design elements and highlighting the inherent texture and silhouette of the fabric. With luxurious materials and minimal design, it pursues natural beauty and offers well-made items that can be worn for a long time.

Every SO,NATURAL collection starts from the fabric. For each season, premium textiles are carefully selected: in February, silk; in March, triacetate and cotton; in April, linen, Tencel, acetate, and other high-end materials suitable for the season. In particular, by using premium fabrics directly imported from overseas and self-developed textiles, the brand enhances its quality competitiveness, while optimal blending ratios and high-end tailoring further elevate the finish.

The lineup is also notable for being designed with full coordination in mind from the planning stage. Products are composed with unified materials and tone-on-tone colors by season, allowing customers to achieve a complete styling using items from a single brand.

The first launch of SO,NATURAL will be released at 9:20 a.m. on February 28, 2026, through the GS Shop "The Collection" broadcast. The "Washed Silk 100 Blouse" highlights the subtle sheen of natural silk, while the "Silk Palazzo Pants" offer a flowing silhouette and two-tuck detail that naturally flatters the body shape. The "Silk Mixed European Jacket" adds silk pockets and sleeve bijou decorations to a safari coat design, enhancing its detailing.

In addition, a wide variety of items will be introduced, ranging from T-blouses, knits, and scarves to other apparel and accessories. To commemorate the launch, customers who purchase with a Samsung Card during the broadcast will receive a 7% discount, along with an additional 10% discount on app purchases.

Through the launch of SO,NATURAL, GS Shop is diversifying its in-house fashion brand portfolio and strengthening its fashion competitiveness. Last year, GS Shop drove home shopping growth by expanding its apparel lineup around its own planned brands, including the launches of "Buntroi" and "Le Necrew" and the renewal of "SOUL." This time, by putting premium materials at the forefront with SO,NATURAL, the company plans to actively attract new customers.

Kim Hyunjung, Manager of Fashion Team 2 at GS Shop, said, "SO,NATURAL has raised the bar for premium by focusing on the sophistication of high-end materials and combining it with minimal design and natural silhouettes," adding, "Starting with the silk collection, we will sequentially release a diverse lineup of materials such as cotton, linen, and Tencel for the S/S season, showcasing GS Shop's unique and differentiated competitiveness in fashion brands."