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IU has ushered in winter early with a photoshoot for BLACK YAK, showcasing lightweight down jackets and stylish outdoor looks. She combines a round T-shirt with an ivory down jacket for warmth and showcases a casual fleece setup, highlighting her versatility. The photos can be viewed on BLACK YAK's official online mall and social media.

In BLACK YAK's winter campaign video, IU plays dual roles against a snowy mountain backdrop. She discovers another version of herself shivering and shares her down jacket, symbolizing warmth and connection. The video captures various emotions, resembling a film, as both IUs gaze at the snowy landscape, waiting for the thrill of winter. IU's performance highlights her contrasting charm, moving from contemplative to emotionally expressive.

IU is the first Korean global brand ambassador for Estée Lauder, set to feature in campaigns for their main products. The debut campaign is scheduled for April 2024. Estée Lauder's Global Brand President, Justin Boxford, expressed excitement about welcoming IU as the new ambassador.

DPR IAN, a singer and visual director, directed IU's "Shopper" MV, featuring a fantasy movie-like atmosphere and unique visuals. IU and DPR IAN play the role of a righteous thief, symbolically materializing various desires.

IU won first place on "Show! Music Core" with "Love wins all" on February 17th, beating RIIZE and (G)I-DLE. Other performances included Joochan of Golden Child, BIBI, P1Harmony, The Wind, n.SSign, AIMERS, and more.

IU is the image model for J.ESTINA's 2024 spring ad, presenting the "NEW SHINE BLOWS" theme with a refreshing smile and elegant beauty, wearing the "ETER" collection's jewelry and a trendy off-shoulder jacket in peach fuzz color.

IU, known for her singing, performed at singer Kwon Sohyun's wedding, singing one of Sohyun's songs and expressing gratitude for their 10-year relationship as singers. She posted photos on Instagram, sharing their special bond.

"Really Thank You," starring IU and Park Bo-gum, is a drama about rebels in Jeju, exclusively on Netflix. The story depicts the adventurous life of Esun and Gwansik, and features a luxurious cast including Moon Sori and Park Hee-jun in middle-aged roles.

The Korean drama industry is set to soar in 2024 with anticipated works featuring top stars like Lee Jong-jae, Cho Jong-suk, Kim Tae-ri, Shin Mina, IU, and Park Bo-gum. The lineup includes historical dramas, romantic comedies, and psychological crime thrillers.

IU and Son Seok showed off their winter couple look in a gravure, highlighting down jackets for outdoor activities. They wore a variety of jackets, from strong primary colors to monochrome, and posed in a natural atmosphere to showcase the product details.