The past year has been difficult for many, if not all of us. With all the changes that have taken place in our everyday lives, we’ve had to adapt to the new normal in so many ways. Things can get really quiet and gloomy when cases are constantly at an all-time high and our lockdown seems to go on forever, leaving many businesses to fold. While some people may be privileged to start new ventures and gain new sources of income, not everyone has got the finances to invest in a new business or the network to publicise it.
Seeing the effect of the new norm on our economy, I came across four fashion influencers who decided to contribute part or all of their profits to the less fortunate. Scroll through the list to find out which local sweethearts are using their fame and platform for the greater good.
1. Fondest by Josephine Yap
I consider Josephine as one of the bravest and most authentic Malaysian influencers today. She isn’t afraid to be real and has been known to share her struggles in overcoming social anxiety. From that point on, she has gone on to speak and act for JinnyBoyTV, and now, as an entrepreneur of an online fashion label called Fondest, she has shown that being true to herself and embracing one’s flaws is the key to self-growth.
Josephine’s passion in helping others is channelled through her annual Fondest Dream program that aims to raise awareness on topics rarely spoken about in our local community. Looking at the difficult year that we’re going through, Fondest partnered with the Malaysian Mental Health Association (MMHA) and donated RM30 for each limited-edition Chandler unisex sweater and Monica cropped sweater set sold, along with 100% of its profit from the sale of the HOPE drawstring bag to support the cause.
Each Fondest design is unique, with only 150–250 pieces produced. Josephine took this approach as she wanted each clothing to be treasured and discourage the damaging effects of fast fashion to the environment. Since the brand’s debut in August 2019, she has come up with various collections, with her latest collection being ‘Better Together’ that features 2-piece sets that are easy to mix and match with other pieces in your wardrobe.
Shop Fondest here.