- LØREN opens his personal wardrobe to fans for the first time, dropping 85+ items: tour outfits, exclusive merch, and curated vintage finds, across two timed closet drops on Poshmark, with proceeds benefiting MusiCares.
- The partnership doubles as a music launch vehicle: LØREN will debut his new single EMERGENCY (via label AYLA) during a live Posh LIVE shopping event hosted directly on the Poshmark app on June 12.
- Poshmark hosts the activation through two live shopping events at its headquarters, with styling by SLOPHIA, marking one of the platform's most immersive artist-driven commerce experiences to date.
- This is LØREN's first known partnership with Poshmark; the platform has a history of celebrity closet collaborations, previously working with Doja Cat, Khalid, Jordyn Woods, and Serena Williams.
Poshmark, the social fashion marketplace with over 165 million members, has teamed up with South Korean alt-rock artist and producer LØREN for an exclusive multi-platform activation that blends music, fashion resale, and live commerce.
Announced May 28, 2026, the deal marks the first time LØREN has opened his personal archives to fans, with 85+ items, including tour outfits, merch, and vintage finds, dropping across two timed closet releases on the platform.
The deal goes beyond a standard celebrity closet drop. LØREN will host two Posh LIVE shopping events broadcast directly from Poshmark HQ, styled by SLOPHIA, and will use the second event on June 12 to debut his new single EMERGENCY through Los Angeles-based label AYLA. This is the same label behind his rock-pop crossover single “FYN,” produced by Brian Lee. A portion of proceeds will benefit MusiCares.
A Forbes Asia 30 Under 30 honoree and YSL Ambassador, LØREN has also partnered with Bose, Honda, and Gumball 3000, and recently signed with UTA for global representation. His most recent album and headlining tour, The Waits, was created with producer Brian Lee and John Feldmann of Goldfinger.
Earlier in his career, he earned writing and production credits for BLACKPINK and G-Dragon, and has performed at Coachella, SXSW, HITC, and KCON.
Much like BTS’s Jin teaming up with Laneige for a global beauty campaign, LØREN’s Poshmark deal signals a growing appetite for K-adjacent artists to bridge music credibility with lifestyle brand activations. The trend mirrors BTS’s collaborative OREO campaign, where music identity was woven into a product experience for fans.
Poshmark has a well-documented history of celebrity closet partnerships, previously collaborating with Doja Cat, Khalid, Jordyn Woods, and Serena Williams. But the LØREN activation stands out as the first to include an original song debut as a centerpiece of the live commerce event.
Takeaways
This is more than a celebrity selling old clothes, it’s a playbook for what artist-brand activations could look like in 2026. By tying a new song release directly to a live shopping event, both LØREN and Poshmark are turning a transactional moment into a genuine fan experience.
For Poshmark, it’s a signal that the platform is evolving from resale marketplace to a real-time culture hub. For LØREN, it’s a smart way to drive streams, sell merch, and give back, all in one move.
Could live commerce become the new standard for music rollouts, and does combining a song drop with a shopping event actually drive higher engagement than traditional releases? With proceeds going to MusiCares, how much does cause-driven commerce influence whether fans actually show up and buy?
