[Profile] Vivy Yusof: The Fashion Mogul Who Built An Empire On Authenticity

The Profile Snapshot

In the dynamic landscape of Malaysian entrepreneurship, few names resonate with the blend of digital savvy, personal branding, and business acumen like Vivy Yusof. Co-founder of the fashion and lifestyle empire FV Group, which houses the iconic brands FashionValet and dUCk, she has evolved from a popular fashion blogger into a formidable business leader, captivating a generation with her relatable yet aspirational journey.

• 👨‍💼 Name: Vivy Yusof
• 🏷️ Role: Co-Founder & Chief Brand Officer, FV Group
• 🔑 Key Superpower: Authentic Storytelling & Community Building

The Catalyst: Why It Matters

Vivy Yusof is making headlines not for a new product launch or a funding round, but for a deeply personal venture: her book. The release of her literary work has provided a rare, unfiltered window into the mind of a leader who has navigated the highs of viral success and the lows of business pressures in the public eye. It's a move that transcends typical corporate communication, inviting readers—and potential customers—into her world of values, vulnerabilities, and vision.

The Leadership Dialogue: Inside The Mindset

Reflecting on her journey from law graduate to fashion mogul, Vivy emphasizes that the cornerstone of FV Group was never just about selling scarves or dresses. With conviction, she shares that it was about creating a platform for local designers and, more importantly, building a genuine connection with a community that felt seen. She candidly admits that balancing the creative soul of a blogger with the hard metrics of a CEO has been her greatest challenge, a tightrope walk between heart and spreadsheet.

When speaking about the future of Malaysian retail, her perspective is refreshingly human-centric. She believes that in an age of automation, the winning brands will be those that foster real emotion and trust. The decision to write a book stems from this very philosophy—a desire to solidify that trust not through advertisements, but through shared stories and lessons learned the hard way. Her leadership style, as revealed through her narrative, is one of transparent passion, where the brand's identity is inextricably linked with her own lived experiences.

Career Milestones & Achievements

• Co-founding FashionValet in 2010 with her husband, scaling it from a startup blogshop into one of Malaysia's premier online fashion destinations.
• Launching the highly successful scarf brand dUCk, which became a cultural phenomenon and a staple in the modest fashion scene.
• Successfully steering FV Group through the pivotal transition from a pure e-commerce player to an omnichannel retailer with physical boutique experiences.
• Building a massive, engaged personal brand across social media, effectively becoming the relatable public face of modern Malaysian female entrepreneurship.
• Authoring a personal book that bridges business insight with memoir, adding 'author' to her portfolio and deepening her intellectual leadership.

The Editor's Take

Vivy Yusof represents a new archetype of the 21st-century leader: the Founder-Influencer. Her power lies not in boardroom intimidation but in community mobilization. She has masterfully blurred the lines between personal narrative and corporate strategy, proving that in today's market, authenticity can be a scalable business model. Her journey underscores that modern leadership requires emotional intelligence and the courage to be publicly vulnerable, turning personal brand equity into commercial resilience.

• 👁️ Visionary Thinking: 8/10
• ⚡ Execution Capability: 9/10
• 🌟 Industry Influence: 8/10

"Your brand is the story you tell. Make sure it's one you truly believe in, because people can feel the difference."