Dolled up in Chanel’s latest Ombre Premiere eyeshadow collection, the five women behind super-popular local scarf label dUCk talk about working for a brand that stands on its own pedestal.


(From left) Athirah Yusof, Iman Azman, Vivy Yusof, Kho Min-Jee and Fatin Almurisi

YOU’D have to live in a remote cave to not know about dUCk and the kind of buzz (or tornadoes) it can create.

From the limited-edition RM800 Swarovski dUCk made especially for the Miss Universe pageant to its sought-after KL dUCk series bearing the city’s skyline to its plain-coloured scarves that have seen vast improvements in make and fabrications since the brand started three years ago, this is one brand that’s on a meteoric rise to stardom.

Just look at the queue outside its physical stores the day a special collection is launched and you will get an idea of how big a following this label has.

When the label held a royal collaboration launch in Brunei, Bruneian dUCkies came in droves, decked in their best dUCks. It was just like Chanel’s Paris Fashion Week slot where almost all guests turn up in their Chanel carriers.

Founder Vivy Yusof, 30, who single-handedly promoted this brand to fame with her Instagram shots, has a small but strong team behind her to make sure dUCk lives up to its name — an upscale hijab label that’s about class, friendship, sisterhood and beautiful shots.

“I would not have started dUCk if I didn’t have faith and resolution and it can grow to be a strong brand with a strong community behind it,” Vivy says.

The petite and bubbly mother-of-two is nothing if not determined.

A visionary in many ways, Vivy realised that the middle class Muslim market was untapped and dUCk, with its beautiful fabrics (its chiffon and silk satin scarves give alluring drape) and gorgeous designs (the KL dUCk remains a crowd favourite) fit this niche market to a tee.

In conjunction with the upcoming Hari Raya celebration, Flair catches up with the five people behind dUCk scarves for their take on the brand.


Vivy Yusof

VIVY YUSOF, 30, Founder
MY FAVOURITE
ychee, an off-white in satin silk. I have two and I wash them immediately when I stain them with make-up.
WHY?
It’s the hardest colour to wear but it’s worth it. It always makes me look polished and luxurious.
dUCk AND MAKE-UP
I get my make-up done first before I decide on which dUCk to wear. If you wear a sweet colour like pale pink, I keep the make-up demure. Likewise, if the colour is bold, I go brave on make-up. That’s why I love white. It goes well with everything.
BEST dUCk EXPERIENCE
Too many to choose from. There’s the making of the video for Swarovski KL dUCk and it being a Miss Universe national gift, it’s there in 200 countries. The opening of the store in Pavilion. We came at 3am in pajamas to take out the hoarding. That’s a huge milestone for us because we’re the first tudung brand in Pavilion.
dUCk IN A WORD
Magical
ON VIVY
Eyes: Ombre Premiere N°808 Lilas d'Or, Ombre Premiere N°814 Silver Pink and Ombre Premiere N°36 Desert Rouge
Lips: Rouge Coco Gloss in Icing
Foundation: Les Beiges Healthy Glow Gel Touch Foundation SPF 25 PA +++
Cheek: Les Beiges Healthy Glow Sheer Colour Stick N°23 Rosy


Khi Min-Jee

KHO MIN-JEE, 39, General Manager
MY FAVOURITE
The KL dUCk in black and the Royal dUCk
WHY?
Their versatility, definitely. You can wear the rectangle scarf any which way. It’s black and white so it matches everything in my wardrobe. If I want to spruce up my casual look, I just throw on a scarf. A square scarf, like the Royal dUCk, has a different appeal. Wear it around your neck and you instantly look polished.
dUCk AND MAKE-UP
I wear minimal make-up and since I don’t wear the scarf on my head, matching it isn’t that big an issue.
BEST dUCk EXPERIENCE
The very beginning, detailing a lot of things before the brand was released into the market. Deciding on the branding, the colour, the packaging, the ribbon and how to tie it. What dUCk is today is a result of those early days and what a journey it has been.
It also moves me to see how the brand has grown with its supporters and how they help shape a better dUCk for everyone.
dUCk IN A WORD
Cool
ON MIN-JEE
Eyes: Ombre Premiere N°10 Flesh, Ombre Premiere N°28 Sable and Ombre Premiere N°806 Terre Brulee
Lips: Rouge Coco in Michèle and Rouge Coco Gloss in Amuse Bouche
Foundation: Les Beiges Healthy Glow Gel Touch Foundation SPF 25 PA +++
Cheek: Les Beiges Healthy Glow Sheer Colour Stick N°23 Rosy


Iman Azman

IMAN AZMAN, 27, Assistant to Vivy Yusof
MY FAVOURITE
Chiffon dUCk in Sand
WHY?
I’m on the go all the time so I need something that instantly matches everything and this is that. Plus it drapes so beautifully too.
dUCk AND MAKE-UP
I wear the same make-up every day. I used to wear the winged liner a lot before but not anymore. My make-up is very basic, so it matches all the dUCks that I have.
BEST dUCk EXPERIENCE
Steaming the scarves for the Pure London trade show. I steamed 130 scarves in seven hours straight, with two hand-held irons and a steamer.
dUCk IN A WORD
Everyday
ON IMAN
Eyes: Ombre Premiere N°30 Vibrant Violet, Ombre Premiere N°810 Pourpre Profond
Lips: Rouge Coco Gloss in Caractere and Rouge Coco Style in Memoire
Foundation: Les Beiges Healthy Glow Foundation SPF 25/PA++
Cheek: LES TISSAGES Tweed Cherry Blossom


Athirah Yusof

ATHIRAH YUSOF, 24, Marketing executive
MY FAVOURITE
KL dUCk in Cream and Fluff in Cocoa Powder
WHY?
The colours… I love earth tones and the shades just blend with my soul, I guess. It sounds a bit dramatic but it’s true.
dUCk AND MAKE-UP
I usually plan my outfit first before decising on make-up to complement my outfit. (Att, as she is known, is also a freelance make-up artist). If my make-up is bold, then I choose a softer dUCk, but my make-up is usually earthy. Unless of course, I’m feeling wild in which case I will go for a dark lip colour.
BEST dUCk EXPERIENCE
The Alphabet dUCk launch in Bangsar Shopping Centre. I went back at 5am after setting up the area, printed press releases and then came back for the event. After that, I slept in the makeshift store behind the cashier. My eyes twitched for weeks after that.
When we launched the Royal dUCk in Brunei, a few women came up to me to say thank you for remembering them in Brunei and that touched me too.
dUCk IN A WORD
Fun
ON ATHIRAH
Eyes: Ombre Premiere N°40 Gris Anthracite, Ombre Premiere N°18 Verde, Le Crayon Yeux N° 87 Vert Eden
Lips: Rouge Coco Gloss in Bourgeoisie
Foundation: Les Beiges Healthy Glow Foundation SPF 25/PA++
Cheek: Les Beiges Healthy Glow Luminous Colour — Medium


Fatin Almurisi

FATIN ALMURISI, 24, Marketing executive
MY FAVOURITE
World map dUCk in Vintage and the KL dUCk in Black
WHY?
The pieces have good stories to them and the designs are really beautiful.
dUCk AND MAKE-UP
My make-up is quite neutral, mostly pinks and browns and my scarves are in those shades too. But to me, basic make-up looks best with a bold scarf.
BEST dUCk EXPERIENCE
The dUCk event in London, including the Pure London show. Everything from preparation to the event itself is exciting. I remember how big the hall was that we had to look up to find the purple sign. It was the first event held for dUCkies in London at Fortnum & Mason, and we had people writing to us to say thank you and that was really moving.
dUCk IN A WORD
Amazing
ON FATIN
Eyes: Ombre Premiere N°38 Titane, Ombre Premiere N°812 Noir Pétrole
Lips: Rouge Coco Stylo N°217 Panorama and Rouge Coco Gloss in Caresse
Foundation: Les Beiges Healthy Glow Foundation SPF 25/PA++
Cheek: Les Beiges Healthy Glow Sheer Colour Stick N°24 Coral


(Clockwise from left) Kho Min-Jee, Fatin Almurisi, Athirah Yusof, Iman Azman and Vivy Yusof.

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