Who is Vivy Yusof? Meet the Malaysian Entrepreneur, Fashion Icon, and Luxury Lifestyle Influencer
Vivy Yusof is a name that resonates deeply within the world of fashion, entrepreneurship, and social media influence in Southeast Asia. As the co-founder of FashionValet, a pioneering online fashion retailer, and the creative mind behind The dUCk Group, Vivy has carved out a remarkable niche for herself as a luxury lifestyle influencer and business mogul.
With a strong social media presence and an ever-growing brand, Vivy has amassed a massive following—over 1.8 million people on Instagram alone. However, despite her undeniable success, her journey hasn’t been without controversy. As with many public figures, Vivy’s rise to fame has brought both admiration and criticism.
In this post, we’ll explore Vivy Yusof’s background, her rise to fame, her entrepreneurial journey, and the challenges she’s faced along the way.
Vivy Yusof’s Early Life and Education: From Law to Fashion
Born Vivy Sofinas Yusof on 11 December 1987 in Kuala Lumpur, Malaysia, Vivy comes from a well-educated family. Both of her parents are professionals, which instilled in her the value of hard work and education. Vivy attended prestigious schools and later went on to study law at the London School of Economics (LSE), one of the world’s top universities.
Despite her academic achievements and a promising career in law, Vivy was always drawn to fashion. From an early age, she had an eye for trends, and it was clear that her passion lay outside the courtroom. Her entrepreneurial spirit led her to explore the world of fashion and retail, a decision that would shape her future in ways she never imagined.
How Vivy Yusof Revolutionised Malaysia’s Fashion Industry
In 2010, Vivy and her partner Fadzarudin Shah Anuar co-founded FashionValet, one of Malaysia’s first e-commerce platforms for fashion. At the time, online shopping was in its infancy in the country, and Vivy saw an opportunity to bring local designers to a broader market.
Starting with RM100,000 in capital—half of which came as a loan from Vivy’s father—the duo set out to create an online store offering stylish yet affordable fashion options for women. They faced many challenges, including an underdeveloped e-commerce infrastructure, but their determination and innovative approach quickly paid off. FashionValet grew rapidly, becoming a go-to platform for fashion lovers across Southeast Asia, offering both local and regional brands.
Vivy’s success didn’t come solely from her business acumen. She connected with her audience through her blog, ProudDuck, where she shared personal insights, entrepreneurial lessons, and glimpses into her life. Her relatable persona, coupled with her fashion-forward sensibilities, made her an influential figure among young women across the region.
The dUCk Group: Expanding the Fashion Empire
In 2014, Vivy and Fadza expanded their brand further by launching dUCk, a lifestyle brand initially focusing on high-quality headscarves targeted at the modest fashion market. What started as a small accessory brand quickly grew into a full-fledged lifestyle line, offering scarves, accessories, stationery, and even homeware.
The dUCk scarf became a symbol of luxury, elegance, and sophistication, with a distinct design and premium materials. The brand’s success is largely attributed to its effective marketing strategy—each collection has a story, creating an emotional connection with the audience. By positioning dUCk as a premium brand and making each collection feel exclusive, Vivy was able to tap into the emotional and aspirational desires of her customer base.
Vivy Yusof: Entrepreneur and Luxury Lifestyle Influencer
Today, Vivy’s influence extends far beyond FashionValet and dUCk. As a luxury lifestyle influencer, she has used her platforms to share her personal journey, promote her brands, and connect with her audience. With over 1.8 million followers on Instagram, Vivy is a highly sought-after figure in the world of social media marketing and brand partnerships.
Her social media presence isn’t just about promoting products; Vivy shares authentic glimpses into her life as a working mother, business owner, and fashion icon. This transparency has allowed her to build a loyal following who see her as more than just a successful entrepreneur—they see her as a relatable figure, balancing the challenges of running a business while raising a family.
Vivy’s role as a mentor also shines through her reality TV show Love, Vivy, where contestants compete for a chance to work at FashionValet. The show further solidified Vivy’s position as an influencer and role model for aspiring entrepreneurs.
Controversies and Challenges: Vivy Yusof’s Bumpy Ride to the Top
Despite her incredible success, Vivy’s journey has not been without controversy. She has faced her fair share of public backlash, which has tested her resilience.
COVID-19 Comments and Backlash
In 2020, Vivy sparked outrage when she made comments during an Instagram Live session. She expressed concerns that government financial aid might be benefiting individuals who were not putting in the same level of effort as others. These remarks were perceived as elitist and out of touch with the struggles faced by low-income communities during the pandemic. Vivy faced a wave of criticism, with many calling her insensitive. In response, she issued an apology and took steps to engage in charitable work to regain public trust.
The dUCk Couture Collection Pricing Debate
Another controversy involved the launch of the dUCk Couture Collection in 2019, where scarves were priced as high as RM1,000. Critics felt that the pricing was excessive, especially since dUCk’s core audience was made up of women who might find these prices inaccessible. Vivy defended the pricing by highlighting the quality and craftsmanship involved in creating the collection, but the debate raised important questions about the balance between exclusivity and accessibility in fashion.
Accusations of Plagiarism
In 2019, dUCk also faced allegations of plagiarism, with accusations that the brand had copied designs from a smaller independent designer. While dUCk denied the accusations and defended the originality of its designs, the incident sparked debates about intellectual property rights within Malaysia’s fashion industry.
FashionValet Layoffs and Employee Relations
FashionValet also faced criticism in 2020 for its handling of layoffs during the economic downturn caused by the pandemic. Some former employees complained about the lack of transparency in the process. While many companies were forced to make tough decisions during the crisis, the controversy raised questions about internal management practices at FashionValet.
Vivy Yusof’s Resignation from FashionValet Amid Financial Challenges
On November 1, 2024, Vivy and Fadza announced their resignation from FashionValet following public criticism regarding the company’s significant financial losses. The company had received a substantial RM47 million investment from government-linked agencies Khazanah Nasional and Permodalan Nasional Berhad (PNB) in 2018, but by 2023, those shares were sold for a mere RM3.1 million, leading to a loss of RM44 million—approximately 93.4% of the initial investment.
The incident is currently under investigation by the Malaysian Anti-Corruption Commission (MACC), raising further questions about the company’s financial practices and transparency.
Conclusion: Vivy Yusof’s Legacy and Future
Despite the challenges and controversies, Vivy Yusof’s entrepreneurial journey remains inspiring. She has not only revolutionised the Malaysian fashion industry but has also become a powerful voice in the world of luxury lifestyle and influencer marketing. Whether in business, fashion, or social media, Vivy’s influence continues to grow, and her story serves as both a success story and a reminder of the complexities of being a public figure.
