IU was chosen as the new model of The Saem cosmetics brand last month as The Saem believed that IU’s youth and innocence would bring in a surge of interest.

IU looked quite beautiful and stunning as she was all dolled up for the brand, but now, The Saem has revealed some pictures of the lovely idol from behind the scenes. And unlike the promotional pictures, these pictures are in black-and-white, giving it a vintage feel.