Kurly exclusively launches HEDIT, model Han Hye-jin's first fashion brand

Kurly announced Monday that it will exclusively launch HEDIT, the first fashion brand created by model Han Hye-jin.

HEDIT reflects Han's vision of what makes a great garment — a standard she developed over more than 20 years on the global fashion circuit. The brand was developed in collaboration with Kurly, with close attention paid to fit, fabric and finishing.

The debut lineup consists of eight core items spanning tops and bottoms, including zip-ups, jackets, pants and skirts. The pieces are designed to work across a range of everyday occasions, from casual outings to business meetings.

Flagship products include a soft wool knit hooded zip-up, a classic button cardigan and knit banding pants. To mark the exclusive launch, Kurly is offering a 20 percent discount coupon for one week starting Monday.

Meanwhile, Kurly has been building out a personalized fashion curation service under a "personal shopper" concept. The company added a dedicated fashion tab in November last year and has steadily grown the number of brands on the platform. The number of fashion brands carried last month doubled compared with the same period a year earlier. Kurly is also expanding its roster of exclusive brands, including HEDIT, Herbo and Augst.