Lifestyle influencer and fashion entrepreneur Lee Joo-hee has died unexpectedly at the age of 44, her family confirmed. The South Korean content creator, who founded the fashion brand AVV Collection, passed away on June 24. Her family reported that she suffered a sudden cardiac arrest.
Joo-hee's passing was confirmed in a statement shared online, which described her as a devoted mother and wife. Her family expressed their grief, with her sister stating she is struggling to process the event. "She was someone who always wanted to share better things and dreamed of creating a beautiful and happy world with many people," the statement shared on her Instagram read. "Because of that, it is still hard to believe this news, and we are filled with deep sorrow."
The statement 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."
Her sister shared her personal grief in a separate statement, saying, "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."
Joo-hee had amassed over 122,000 followers on Instagram, where she regularly shared fashion, beauty, and lifestyle content. In her final days, she continued to post content about her fashion brand and beauty advice.
News of Joo-hee's death prompted an outpouring of tributes from her followers, with many expressing their condolences and wishing for her peaceful rest.