| Vivy Yusof | |
| Honorific Prefix: | Yang Berbahagia Datin |
| Birth Date: | 11 December 1987 |
| Birth Place: | Kuala Lumpur, Malaysia |
| Occupation: | Co-founder of FashionValet and The dUCk Group |
| Children: | 4 |
| Birth Name: | Vivy Sofinas binti Yusof |
| Alma Mater: | London School of Economics, United Kingdom |
| Nationality: | Malaysian |
Vivy Sofinas Yusof (born December 11, 1987) is a Malaysian entrepreneur, social media influencer, and the co-founder of the fashion e-commerce platform FashionValet and lifestyle brand The dUCk Group. She has been included in lists such as Forbes' 30 Under 30 Asia and has a significant following on social media. Her work spans entrepreneurship, digital media, and fashion. Vivy is a graduate of the London School of Economics (LSE).[1]
Vivy Yusof served as the Chief Creative Officer at FashionValet,[2] a fashion e-commerce company she co-founded with her husband, Fadzarudin Shah Anuar, in 2010 at the age of 23. FashionValet has grown to become a significant enterprise with 150 employees and partnerships with over 500 fashion brands. The company operates offices and warehouses in Malaysia, Jakarta, and Singapore, and ships products globally.[3]
Vivy is known for her blog Proudduck, which has received approximately 250,000 monthly visits. She also has a substantial social media presence with over a million followers on Instagram.
In 2017, Vivy Yusof expanded her online activity by launching a YouTube channel,[4] where she shares lifestyle content and personal insights. She frequently participates in fashion events across Southeast Asia and is recognized as a fashion commentator and social media influencer.[5] She has also served as a judge for AirAsia’s Runway Ready Designer Search for two consecutive years, participating in a panel that seeks emerging fashion designers throughout Southeast Asia.[6]
In 2017, Vivy and her husband were selected to join Endeavor, an international organization that supports high-impact entrepreneurs through mentorship and strategic guidance.[7] [8]
During the COVID-19 pandemic, Vivy and her husband organized three fundraising initiatives to support Malaysian frontliners. Collectively, these efforts raised over RM 2.1 million. They also launched the FV Bazaar, an initiative designed to help food and beverage vendors promote their services during the pandemic. The platform attracted approximately 4,500 vendors.
In December 2022, Vivy Yusof published her memoir, The First Decade: My Journey from Blogger to Entrepreneur, through Penguin Random House SEA.[9]
In 2012, Vivy and Fadzarudin attained first place on Make The Pitch, a reality television show where the duo won RM1 million investment by MyEG Services Bhd, for a 30% stake in the company.[10] Vivy later starred in Astro Ria's reality television series, Love, Vivy.
Love, Vivy revolves around the life of one of Malaysia's leading faces in fashion – juggling her work, keeping on top of their leading online retail empire FashionValet and her scarf brand, dUCk, as well as her family duties as daughter, wife, and mother to four children's; Daniel Azim Shah, Mariam Iman Shah, Sarah Ilham Shah and Idris Ali Shah.[11]
On 21 February 2017, the second season of Love, Vivy was aired on Astro Ria.
In October 2024, Vivy Yusof was involved in a financial controversy following the disclosure that Khazanah Nasional Berhad and Permodalan Nasional Berhad (PNB) had incurred significant losses from their investment in FashionValet, the e-commerce platform she co-founded. Khazanah and PNB, which had invested a combined RM47 million in FashionValet in 2018, sold their stakes in 2023 for RM3.1 million, resulting in a loss of RM43.9 million.[12]
In response to the public criticism following this disclosure, Vivy and her husband, Fadzarudin Shah Anuar, issued a joint statement accepting responsibility for FashionValet’s financial difficulties. They acknowledged that their aggressive expansion strategy, particularly during the COVID-19 pandemic, had placed the company under significant financial strain.[13] Vivy further explained that while FashionValet had initially shown promise, the unforeseen challenges of the pandemic severely impacted their ability to maintain operations as planned.[14]
Vivy's awards and achievements include:
Vivy has also graced the covers of several high-profile magazines in Malaysia, including HerWorld,[15] Prestige,[16] and Tatler.[17] She was also named a Friend of Louis Vuitton, becoming the first hijabi woman to be honored with the title.[18]