IVE's Rei has become the new face of a casual fashion brand.

In the recently released photoshoot, Rei showcases various poses while wearing the brand's 24FW collection.

The collection, featuring a sporty mood and utility details, is brought to life with Rei's unique hip sensibility, resulting in a series of vibrant shots.

In the photos, Rei flaunts her cute charm with a hairstyle commonly known as "Pucca buns," where her hair is tied up in two buns. She creates a playful style by pairing a basic sweatshirt with a lace skirt and confidently rocks casual items like hoodies and striped collar t-shirts with an air of self-assuredness.

It's reported that Rei brightened the atmosphere on set with her cheerful and positive energy. A representative from the brand commented, "Rei's lovable yet free-spirited vibe, combined with her professional attitude on stage, aligns perfectly with the image our brand aims to project, which is why we chose her as our muse. We plan to further strengthen our women's line with Rei as the face of our 24FW collection."

Meanwhile, IVE, the group Rei belongs to, is set to release their new Japanese mini-album "ALIVE" on the 28th. Additionally, they will conclude their first world tour, "IVE THE 1ST WORLD TOUR 'SHOW WHAT I HAVE'", with encore performances at the Tokyo Dome on September 4th and 5th.