Vivy Yusof

Vivy Sofinas binti Yusof, born on December 11, 1987, is a Malaysian businesswoman, fashion commentator, and social media influencer. She is best known as the co-founder of the online retail platform FashionValet and the lifestyle enterprise The dUCk Group, both of which she established alongside her husband, Fadzarudin Shah Anuar. Her public work spans digital content creation, entrepreneurship, and various regional fashion projects.

Yusof earned a law degree from the London School of Economics. She first gained widespread public attention in 2012 after winning the reality television business competition Make The Pitch alongside her husband. Their victory secured an investment of RM1 million from MyEG Services Bhd in exchange for a 30 percent stake in their enterprise. She subsequently starred in the Astro Ria reality series Love, Vivy, which premiered its second season in February 2017. The program highlighted her daily efforts to balance her executive roles with her personal life, including raising her four children: Daniel, Mariam, Sarah, and Idris.

In 2010, at age 23, Yusof co-founded FashionValet and assumed the role of chief creative officer. The platform expanded significantly, growing to employ 150 staff members and partnering with more than 500 fashion brands. To support its international fulfillment operations, the business established offices and facilities across Malaysia, Jakarta, and Singapore. In 2017, Yusof broadened her media presence by launching a personal YouTube channel focused on lifestyle content. She has also served on the judging panel for AirAsia's Runway Ready Designer Search for two consecutive years to assist in identifying emerging designers across Southeast Asia.

Yusof was named to Forbes' 30 Under 30 Asia list in recognition of her commercial ventures. In 2017, she and her husband joined Endeavor, a global network supporting high-impact founders through strategic mentorship. During the COVID-19 pandemic, the pair launched three separate charitable campaigns that raised more than RM 2.1 million to assist Malaysian healthcare and essential workers. They additionally created the FV Bazaar digital initiative, assisting approximately 4,500 food and beverage sellers in marketing their products. In December 2022, Yusof authored and published her memoir, The First Decade: My Journey from Blogger to Entrepreneur, through Penguin Random House SEA.

In late 2024, Yusof became central to a major public discussion regarding financial losses reported by state-backed investment firms Khazanah Nasional and Permodalan Nasional Berhad, which had sold their combined RM47 million stake in FashionValet for RM3.1 million in 2023. Yusof and her husband issued a joint public statement taking responsibility for the company's financial downturn, citing aggressive scaling during the pandemic as a primary factor. On December 5, 2024, both founders were formally charged with criminal breach of trust involving RM8 million. They pleaded not guilty to the charges, with court proceedings scheduled for trial between April and June 2026.