Lee Joo-hee, a pioneering South Korean social media influencer and the founder of high-end Seoul fashion brand AVV Collection, died on June 24. She was 44 years old.
"Yesterday, suddenly, Lee Joo-hee — beloved as a man's precious partner, a mother to a child, and to many as the head of AVV Collection — passed away and left our side," a statement read.
A cause of death was not disclosed. Those managing her account noted they had originally planned to wait until all necessary procedures were completed before going public, but the volume of concern pouring in from followers prompted an earlier statement.
Joo-hee built her public identity on a philosophy of sharing—not just fashion and lifestyle, but a vision. "She was someone who always sought to share better things and dreamed of a beautiful, happy world with many people," the post read. The loss was described as difficult to accept and the statement said those closest to her remained in "deep sorrow."
Before her death, she had been active on social media until the very end. Her last Instagram post came the day prior, where she promoted a sale for AVV Collection. The day before, she had shared a video of herself seated on a couch, offering beauty tips to her audience.
Friends who commented on the announcement post painted a picture of someone warm, generous, and deeply connected to the people in her life.
"I keep rereading the last conversation I had with you the other day," one person wrote. "I still can't believe it, and it hurts so much that I can't go see you. Please don't be in pain there — rest peacefully."
Another wrote of a near-miss that stayed with them: "If I had boarded the plane without answering your call, I would have regretted it for the rest of my life. All of us will remember you and your AVV Collection. My friend who was like a guide to me — thank you, and I love you."
A third person described Joo-hee as a figure of warmth and familial affection. "Joo-hee, I still can't believe it… On my way home after seeing you, I kept thinking about all the time we spent together. You were truly a loving younger sister. Everyone will miss you. Don't be in pain there — be happier."
The announcement closed with a request from those who knew her best—not to mourn a brand or a public persona, but to remember a person.
"Before she was the head of AVV, she was Lee Joo-hee as a person — always bright and full of love," it read. "We would be grateful if you could join us in remembering her and praying for her peace so that she may rest comfortably."