Loren (real name Lee Sung-joo), a musician known as the son of Naver founder and board chair Lee Hae-jin, will embark on a public collaboration with Poshmark, a U.S. fashion resale platform acquired by Naver.
On the 1st, according to the industry, Poshmark recently announced an exclusive collaboration with Loren. Loren, an artist represented by U.S. major entertainment agency UTA, works mainly in music and fashion. He is also known as a producer who participated in work with Blackpink and G-Dragon, as well as a DJ and alternative rock musician.
The collaboration will proceed by selling Loren's personal collection on Poshmark. Poshmark will unveil more than 85 items, including Loren's tour outfits, limited-edition merchandise, and vintage fashion items, in two rounds. Loren will also appear in person at live shopping events held on the Poshmark app to share stories behind each item with fans. In the second live show, the new song "EMERGENCY" will also be released.
A portion of the proceeds will be donated to MusiCares, a welfare organization for musicians. Poshmark described the collaboration as fan-participation content that combines music, fashion and social commerce. Loren said, "Every piece of my clothing has a story," and added, "I'm excited to connect with fans in real time and support meaningful activities."
Poshmark is a fashion consumer-to-consumer (C2C) platform whose main users are Millennials and Gen Z in North America. Based on a global community of 165 million people, the company operates services that combine secondhand fashion transactions, style discovery and a seller community.
Poshmark is a North America–based fashion C2C platform that Naver acquired in 2023 for about $1.6 billion, or about 2 trillion won at the exchange rate at the time. Since acquiring Poshmark, Naver has focused on expanding its global C2C business and fashion community ecosystem. In Korea, through KREAM, and in Japan, through Vintage City, it has been building a C2C portfolio that connects Korea, the United States and Japan.
An IT industry official said, "This case is seen as symbolic in that it is the first public collaboration between Loren and Naver's business."