Red Velvet's Irene is a bit of a mystery. Even years into the K-pop game, she keeps a wall up that most idols torn down long ago. But then you have Me, Myself, and Irene, specifically the "Milky" version of her photobook series, which felt like a rare crack in the armor. It wasn't just another batch of high-fashion editorial shots. Honestly, it felt like we were finally seeing Bae Joo-hyun, the person, rather than just Irene, the "Original Visual."
People obsessed over this release for a reason. It’s "Milky." Soft. Pale. Ethereal.
But why did it trend so hard? K-pop fans are used to seeing their favorites in expensive clothes. This was different. It tapped into a specific aesthetic—white lace, soft focus, and a quiet, domestic vibe—that contrasted sharply with the "Ice Queen" persona the media loves to pin on her. It’s a masterclass in branding that somehow managed to feel authentic.
The Aesthetic of Me, Myself, and Irene
The "Milky" concept isn't just a name. It’s a whole mood. Think overexposed sunlight hitting a white linen sheet. It’s that hazy, dreamlike quality that makes you feel like you’re looking at a memory rather than a 2024 high-definition photograph.
Irene has always been praised for her skin—which is often described in Korea as "milky" or "glass-like"—so the title of the book was a direct play on her most famous physical attribute. SM Entertainment knew exactly what they were doing here. They took the most talked-about part of her visual and built an entire world around it.
You’ve got shots of her sitting on the floor, messy hair, wearing oversized knits. It’s the "girlfriend" aesthetic turned up to eleven. But because it’s Irene, there’s still this untouchable quality to it. She looks approachable but also like she’s made of fine porcelain. That’s the "Milky" magic. It’s soft, but it’s still high art.
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Why Photobooks Still Matter in a Digital World
You might think, "Why buy a physical book when I can see the scans on X (formerly Twitter) in five seconds?"
Fair point. But for the Red Velvet fandom (Reveluvs), Me, Myself, and Irene is a collectible. It’s about the texture of the paper. It’s about the smell of the ink. It’s about having a physical piece of an idol who is notoriously private. Irene doesn't post 50 stories a day. She doesn't do long, rambling live streams every week. Her scarcity makes her physical merchandise more valuable.
When you hold the "Milky" version, you’re holding a curated version of her private life. It’s a paradox. It’s a product, sure, but it’s the closest thing fans get to an intimate conversation with her.
Breaking Down the "Milky" Versus "Charcoal" Contrast
Most fans forget that this wasn't just one vibe. The "Me, Myself, and Irene" project actually played with duality. While the "Milky" side was all about light and innocence, the "Charcoal" side was the shadow.
- Milky: White ribbons, meadows, morning light, soft smiles.
- Charcoal: Sharp suits, dark backgrounds, the "Ice Queen" stare, mystery.
This duality is basically the history of Red Velvet in a nutshell. The group has always been split between the "Red" (bright, pop, quirky) and the "Velvet" (smooth, R&B, dark). By splitting her solo photobook into these two distinct palettes, Irene was essentially saying, "I am the embodiment of this group’s entire identity."
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The "Milky" version remains the fan favorite, though. Why? Because the "Charcoal" Irene is what we see on stage. We see the sharp dancing and the cold gaze during performances of "Psycho" or "Chill Kill." The "Milky" Irene—the one who looks like she just woke up and is making coffee—is the one we feel like we aren't "supposed" to see. That’s the draw.
The Cultural Impact of the "Milky" Look
K-beauty trends move fast. One day it's "tanghulu skin," the next it's "cloud skin." But the "Milky" look Irene pioneered in this book stayed relevant because it’s timeless. It’s basically the peak of the "Clean Girl" aesthetic before that was even a TikTok term.
Makeup artists actually broke down the looks from the book. Minimal foundation. A bit of peach or pink tint on the lips. Very little eyeliner. It was a rebellion against the heavy stage makeup of the 4th generation of K-pop. It reminded everyone that Irene’s face is the blueprint. She doesn't need the glitter and the 4D lashes to command attention.
What Most People Get Wrong About Irene's Solo Work
There’s this narrative that Irene is "just a visual." People see the Me, Myself, and Irene book and think it’s just a glorified selfie gallery.
That’s a lazy take.
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If you look at the creative direction, Irene was heavily involved in the concept. She chose the locations. She picked the "Milky" vibe because she wanted to show a side of herself that was relaxed. She’s a perfectionist. Everyone in the industry knows she’s the one who stays late to practice one hand movement. For her to release a book where she looks "unpolished" (even if it’s a very expensive version of unpolished) is a huge statement. It’s an exercise in vulnerability.
Practical Takeaways for Collectors
If you’re looking to track down a copy of the "Milky" version today, you need to be careful. Because it was a limited release, the secondary market is full of overpriced listings.
- Check the inclusions. The book isn't just the photos. It usually comes with postcards, a mini-poster, and sometimes a photocard. Sellers often strip the photocards out and sell them separately for the price of the whole book. Don't get scammed.
- Condition matters. Because the "Milky" version has a white cover, it yellows or stains easily. If you’re buying used from sites like Bunjang or eBay, ask for photos of the spine and corners.
- The "Look" is replicable. If you’re a photographer or a creator, study the lighting in this book. They use a lot of "high-key" lighting—basically reducing shadows as much as possible to create that glowing, milk-like effect on the skin.
Irene’s legacy in K-pop is complicated, but her visual impact is undeniable. Me, Myself, and Irene isn't just a book for fans; it’s a time capsule of a specific era in Hallyu history where the "Visual" became the "Artist." It’s quiet. It’s soft. And it’s exactly why we’re still talking about it years later.
To get the most out of your collection, always store these books vertically in a cool, dry place to prevent the "Milky" white pages from oxidizing. If you're looking for the specific makeup products used to achieve her look in the book, focus on "tone-up" creams and sheer lip tints rather than high-coverage mattes.