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(The CEN News / Reporter Choo Jae-yeon) IU’s styling on MBC’s drama 21st Century Grand Lady has viewers buzzing. As Castle Beauty CEO Seong Hee-joo, IU’s jewelry choices feel less like product placement and more like a snapshot of shifting lifestyles and everyday fashion trends.
At the center of the looks is J.ESTINA. Episode 7 even uses the brand’s headquarters showroom as a key set. IU pairs a white-tone jacket with a necklace and earrings from the ETER collection to create a minimalist yet luxe office vibe. With an infinity motif and the brand initial \”J,\” ETER pieces offer a subtle presence that aligns with current daily-jewelry trends among working women.
In episode 8, she wears the CELESTIA collection with a white tweed set, channeling a classic mood. The silver jewelry—designed to evoke the sparkle of starlight—works just as well for formal events as it does for effortless, everyday outfits.
Fashion consumption has shifted away from flashy luxury logos toward practical styling that expresses personal mood and taste. As a result, viewers pay more attention to real-life looks they can actually wear, rather than over-the-top stage costumes. IU’s restrained approach to jewelry taps into that cultural moment and resonates with audiences.
\”We’ve been receiving steady inquiries about the pieces since the episodes aired,\” a J.ESTINA representative said. \”The designs naturally suit a variety of everyday styles, allowing for wide-ranging styling options.\”
The pieces seen in the drama are available at department stores nationwide and through the brand’s official online store. J.ESTINA is also running pop-up shops at select locations and hosting events at its flagship showroom.
(The CEN News) Reporter Choo Jae-yeon luckychoo0617@naver.com
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