"Pinocchio" lead actor Lee Jong-suk has renewed his modelling contract with casual fashion brand MVIO for the spring season in the Korean and Chinese markets, it was revealed Tuesday.

(MVIO)

Lee, who starred in the hit drama series that concluded on Jan. 15, was dubbed the most anticipated Korean actor of 2015 in Chinese polls earlier this month.

Lee modeled for MVIO, founded by Cheil Industries Inc., for the autumn-winter season in collaboration with GQ Korea magazine.

"(Lee is) a prominent figure, known for having started out as a model. His coy smile, which captured female hearts, and his charismatic gaze together with his well-rounded skills are in line with the brand's image.

"He is the next generation's Hallyu star, gaining popularity with his particular acting talents and unique fashion taste. Through his appointment, we are looking forward to promote the label among domestic and Chinese consumers," an MVIO spokesperson said.

(MVIO)

MVIO team manager Lee Seung-je drew attention to the actor's jersey jacket in the photos released Tuesday, saying the stretchy, lightweight item is the "perfect blazer" for the coming season.

Lee is scheduled to attend an Asian fan meeting at Sun Yat-sen Memorial Hall in Guangzhou province, China, on Feb. 7.

By Yoon Sarah (sarah356@heraldcorp.com)
By Sarah Yoon (sarah356@heraldcorp.com)