# Vivy Yusof

Vivy Sofinas Yusof (born 11 December 1987) is a fashion 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).

## Career
### Founding of FashionValet

Vivy Yusof served as the Chief Creative Officer at FashionValet, 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.
Vivy is known for her blog, Proudduck, which receives 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, 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. 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.

### Social media persona

Vivy Yusof has utilized social media platforms such as Instagram and YouTube to expand her personal brand and connect with a wider audience. Research indicates that her deliberate use of authenticity and emotional storytelling helps create an aspirational yet relatable public image. Through posts that showcase her dual roles as an entrepreneur and a mother, she engages her followers and strengthens the alignment between her personal identity and the values of her businesses, FashionValet and The dUCk Group.
A linguistic analysis of her social media posts identified humblebragging, a strategy blending modesty with self-promotion, as a common feature. The study categorized her humblebrags into complaint-based and humility-based forms, noting that these strategies helped present her achievements while maintaining relatability with her audience. Such practices reflect a broader trend among social media influencers in shaping public perception through curated content.

### Entrepreneurial impact

In 2017, Vivy and her husband were selected to join Endeavor, an international organization that supports high-impact entrepreneurs through mentorship and strategic guidance.
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.

### Memoir

In December 2022, Vivy Yusof published her memoir, The First Decade: My Journey from Blogger to Entrepreneur, through Penguin Random House SEA.

## Television

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. 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.
On 21 February 2017, the second season of Love, Vivy was aired on Astro Ria.

## 2024 Khazanah-FashionValet investment controversy

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.
In response to the public criticism following this disclosure, Vivy and her husband, Dato' 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. 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.
On 5 December 2024, Vivy Yusof and her husband were charged at the Kuala Lumpur Sessions Court under Section 409 of the Penal Code for alleged criminal breach of trust involving RM8 million, which was purportedly transferred from FashionValet's bank account to 30 Maple Sdn Bhd without the approval of the company’s board of directors. The alleged offence took place six years earlier. Both pleaded not guilty to the charges, which carry a potential sentence of two to 20 years' imprisonment, whipping, and a fine. The case was scheduled for mention on 22 January 2025.