Singer IU has paired up with the nation's greatest photographer, Cho Sun Hee, for her latest advertisement shoot with sportswear brand, 'Le Coq Sportif'. Although she's much-loved for her sweet, youthful image, IU decided to try a different look by exuding a more mature feel to her style.  The photos were taken in early August and aimed to look as natural as possible. Cho revealed that she had fallen in love with IU through her camera lens and praised, "Although she became a star at such a young age, I can tell just from her gaze that she's going down the right path in an industry as complex as entertainment." The marketing team of 'Le Coq Sportif' added, "IU's healthy and bright image as well as her spectacular music skills fits so well with our brand. We extended her contract with us and will continue to help build her CF career as a hot icon." IU is currently focusing on her upcoming album release. [gallery link="file" order="DESC"] Source + Photos: Sports Chosun