There’s a certain magic that you’ll always be able to derive from IU’s musical universe. Over the years, the South Korean singer-songwriter has demonstrated a knack for creating enchanting visuals that bring you into her world, with each album or single release tied to spellbinding music videos—if only to highlight the lilting, dreamy quality of her expansive discography. After all, if there’s anything longtime K-pop fans can attest to, it’s the irrefutable reputation IU has in the industry: as one of the greatest Korean soloists of her generation. And whilst it will always be her emotional ballads that hold a special place in the hearts of most fans, she’s also well-known for bending around the genres of pop, jazz and folk to produce groovy, expressive tracks that showcase her versatility. Case in point? Her first album release in three years: The Winning.
Earlier in January, IU first dropped ‘Love Wins All’, her sole ballad entry for this album, which was accompanied by a cinematic music video starring V of BTS. The next pre-release, ‘Holssi’, demonstrated playful flair—infused with a sense of escapism and an off-kilter rap beat. Finally, in tandem with the rest of her album, the title track and music video for ‘Shopper’ has arrived. And it swerves right into dreamy, synth-pop territory, as her bright, soaring vocals serve to give us that upward surge of energy we never knew we needed. It makes sense then, that its accompanying MV shares its uplifting, eclectic spirit.
Executed by DPR Ian who also stars in the music video himself, the MV carries with it a flawlessly mystical narrative, eccentric characters and a deliciously kooky aesthetic. The latter, most definitely attributed to a spellbinding outing of hair and make-up moments; from that blonde retro bob to that luscious deep terracotta strobe on her runaway drive. We’ve amassed the most striking beauty moments spotted in IU’s ‘Shopper’ MV all for your perusal, below.
1 / 5
Coral glaze
If there’s one look we’re copping from the MV, it would be the one seen in her theatrical opening. Imbuing a retro mood, this 1940s blonde bob is playfully elevated with a glaze of corals adorning her eyes, cheeks and lips. With her peepers fully doused in a glittering orange, it’s IU’s glossy pout that serves as the juicy cherry on top.
2 / 5
In the moonlight
As her narrative begins in the auction house, she heads in with a disguise of sophistication and poise—one succinctly achieved with her soft beach waves and those holographic inner corners we’re spotting under the night sky.
3 / 5
Runaway braids
Heist complete, so it’s time for the runaway Bonnie to meet her Clyde. Emerging from the bathroom in a casual vintage tee, IU’s mussed-up baby braids is given incidental flair with green ribbons streaking through them. Not to be missed? That eyebrow double piercing that sits right in line with this look.
4 / 5
Matte mood
She’s on the run, and looking fabulous at it. IU doubles down on the indie sleaze aesthetic with a beaten-up jacket, a dark terracotta lip and added shadows under her eyes.
5 / 5
Classic elegance
A look we’re used to seeing from the starlet? One of soft, sophisticated elegance; her brows matched to her new blonde look, and her pout given a fresh pink swerve for the final dance party.
