Style Inspiration from IU’s “The Winning” Album – THE Sugarblossomdiary

Renowned Korean singer-songwriter Lee Ji-eun, commonly recognized by her stage name IU, has released her sixth mini album The Winning on February 20, 2024. This album arrives nearly four years after her previous work, LILAC. As one of the most prominent solo artists in Korea, IU features collaborative tracks with notable K-pop artists such as BTS’s V, NewJeans’s Hyein, and DPR Ian, among others, in The Winning.

Continuing her tradition from past albums, IU delves into self-identity linked to her age, marking The Winning as her inaugural release in her 30s. “I chose to exist like a dandelion seed,” IU shares in an interview video regarding the album’s theme on her YouTube channel. Drawing from this “dandelion seed” persona, The Winning encapsulates IU’s adventurous spirit and her bold intent to aspire fearlessly while tackling adversities with positivity and love. Rather than relying on inflexible and unrealistic aspirations as she did in her 20s, she conveys her determination to remain authentic in this new album. These motifs manifest vividly in the album’s title tracks: she explores hedonism in Shopper, ascends through the clouds in Holssi, and affirms the power of collective spirit in Love Wins All.

IU showcases a wide range of concepts across her three title tracks, with equally varied outfits featured in the music videos. Nostalgic nods to the bold fashions of the 90s and Y2K dominate the aesthetics of the three MVs. Continue reading to discover style inspirations from South Korea’s beloved star!

Shopper

Opening the album, Shopper creates an uplifting vibe with its danceable synth beats and ethereal vocals. IU treads the line between a witty critique of extravagant consumerism and a lighthearted homage to shopping therapy, using the metaphor of an endless “shopper” to convey her ambition to seize all that life offers.

In the music video, IU takes on the role of a whimsical store owner selling extraordinary goods (a nod to her unforgettable character Jang Man-wol from the hit drama Hotel del Luna). She appears at an auction enjoying a lollipop and single-handedly executes a heist for a magical artifact. After a swift outfit change, she jumps into DPR Ian’s car to make her escape.

Holssi

Holssi, translating to “spore” in Korean, embodies a spirit of carefree optimism. IU artfully embraces the idea of a small spore floating in the air, rising up to meet the blinding sky. The music video is set against the backdrop of sunny Los Angeles, featuring whimsical imagery such as Tweety flying through the clouds and individuals levitating and morphing into jelly.

IU’s wardrobe in Holssi is a playful exploration of varied textures, from a fluffy co-ord to a bohemian crochet knit. She first dons a cozy mauve striped cropped sweater and mini skirt, complemented by a matching striped earflap hat and leg warmers. Later, she sports an oversized open-back white crochet-knit cardigan over a black cropped tank top, paired with wide-leg black cargo pants and platform loafers, accessorized with layered purple beaded and feather necklaces, along with a cream-colored print braided headband.

Love Wins All

Love Wins All is a powerful ballad whose music video captured the attention of the K-pop realm with its tale of dystopian romance between IU and BTS’s V. This touching yet melancholic song highlights love as the ultimate triumph, offering yet another perspective on the pursuit of desires.

Within the music video, as the tragic lovers evade ominous cube-shaped foes, they stumble upon a camcorder that casts a euphoric filter over their world. Escaping their harsh reality through this camcorder, IU and V share a fleeting moment of joy adorned with sweets and happiness as a married couple, only to have their fantasy shattered by the arrival of a guardian. Ultimately, they meet a sorrowful fate, clinging to the vestiges of their dream of a fairy-tale ending.