CHAPTER V

Twelve years ago, Vivy Sofinas Yusof took a chance on a bright but risky idea and brought it to life. Today, the modest fashion entrepreneur and best-selling author is starting a new chapter; she tells Tatler about the importance of straying from one’s comfort zone, and why obsession and ambition often go hand-in-hand on the path of turning dreams into reality

- Tania Jayatilaka

Datin Vivy Yusof may be the queen of modest fashion, but that doesn’t mean she shies away from the public eye. Early on, she realised her passion for writing as a blogger, and by the time she graduated with a law degree from the London School of Economics in 2009, she had developed a sizeable following online. Then came the story that many of us are familiar with: how she and her then-boyfriend (now husband) Dato’ Fadza Anuar came up with the idea of starting an e-commerce platform for local fashion brands while stuck in traffic. FashionValet was born in 2010, when online shopping for clothes was still something of a novelty. It was a journey that took the young founders on an emotional rollercoaster ride that swung constantly between the highs and lows of entrepreneurship. From a business plan penned on a napkin, FashionValet grew into a multi-million-dollar e-commerce company with more than 13 physical stores across Malaysia and Singapore, showcasing more than 500 local brands online, including the group’s in-house modest fashion brands Duck—styled dUCk—and Lilit. At a time when local fashion brands were generally not considered high-end or as desirable as international ones, FashionValet came on the scene to change perceptions and make homegrown designs a hit in their own backyard.

It was a brand story—and the fresh-faced eagerness and energy—that Malaysians rooted for. Then, 12 years later, FashionValet made headlines again with the announcement that it would close its doors to focus on expanding its premium modest fashion and lifestyle brand dUCk, as well as Lilit, created in 2019 to provide more affordable and minimalist modest fashion. The news sparked mixed reactions, from concern to controversy and speculation.