A fashion influencer and entrepreneur has died “unexpectedly” aged 44.
Lee Joo-hee, who built a large following online and founded the South Korean fashion brand AVV Collection, was pronounced dead last week.
Her death on 24 June was shared by the clothing brand in a statement shared on Instagram.
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It read: “Yesterday, unexpectedly, Lee Joo-hee, who was a precious partner to one man, a mother to one child, and to many people the beloved head of AVV Collection, passed away.
“She was someone who always wanted to share better things and dreamed of creating a beautiful and happy world with many people. Because of that, it is still hard to believe this news, and we are filled with deep sorrow.”
The statement was shared because so many people had been asking after her, as reported by Need To Know.
The post continued: “Before she was the representative of AVV Collection, she was Lee Joo-hee, a person who was always bright and full of love.
“We would be grateful if you could remember her, pray that she may rest peacefully, and join us in mourning her.”
No cause of death has been shared as of yet.
Joo-hee had more than 122,000 followers on Instagram, where she regularly shared fashion, beauty and lifestyle content.
Her sister has shared an emotional tribute, revealing the family has been left in shock.
She wrote: “Today, I have to share some heartbreaking news.
“My beloved younger sister has passed away in a sudden accident, to a place where we can never see her again.
“I am so overwhelmed with grief that I don’t even know how to begin putting my feelings into words. Even now, I am still in shock and struggling to process what has happened.”
One of Joo-hee’s close friends also paid tribute in a lengthy Instagram post, recalling their 11-year friendship, shared work and plans to travel together.
She wrote: “I love you my friend Joo-hee.
“When we meet again next time, let’s talk all night long.”
The friend also appealed for people to stop spreading speculation surrounding the death.
She added: “Unconfirmed rumours are spreading about the deceased.
“Because of that, the grieving family suffers even more.
“The rumours are not true.
“Joo-hee loved life more than anyone else and was a child full of passion.
“I ask you to comfort us with warm hearts so that the deceased can rest comfortably and that the remaining family can overcome the grief.”
The news prompted an outpouring of tributes from followers.
One person wrote: “Rest in peace. Hope you are safe up there.”
Another fan said: “Oh my… I’m so sorry. I pray for the deceased’s soul to rest in peace.”
A third person added: “I can’t believe it.”
Joo-hee had continued posting to Instagram in the days leading up to her death, sharing updates about her fashion brand and beauty advice with followers.
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