The older sister of J-Hope, a member of the South Korean superstar boyband BTS, has teamed up with media commerce platform KVLY to launch a new fashion brand for the global audience.

KVLY said Wednesday it has agreed to set up a joint venture called AJ LOOK with Chung Jiwoo, operator of the online shopping site Mejiwoo.

Chung is the older sister of J-Hope, the rapper and dancer in the popular K-pop septet. She is the owner and main model of Mejiwoo, an online shopping site selling women’s clothing and accessories. She is also an Instagram influencer of her own right, with 3.4 million followers.

Under the partnership with KVLY, Chung will serve as the creative director of AJ LOOK, in charge of overall brand managing, naming and design. The new company is expected to target China and the broader global market.

KVLY, an affiliate of Kosdaq-listed VT GMP, said it will continue launching private brands by connecting with social media influencers in fashion and beauty.

VT GMP shares on Thursday closed down 5.61 percent at 9,090 won ($7.53).

By Lee Yoon-jae and Kim Hyo-jin

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]