Royal And Celebrity: An Unlikely Pairing

Princess Azemah Ni'matul Bolkiah of Brunei and Malaysian entrepreneur and celebrity, Princess Sarah, collaborated to create a fashionable hijab line in 2015. Princess Azemah, an accomplished polo player, is the daughter of the Sultan of Brunei, one of the world's wealthiest royal families. Princess Sarah, on the other hand, is the wife of the Crown Prince of Brunei and enjoys a low profile, pursuing her education and participating in sports and outdoor activities. The two princesses' collaboration on the hijab line demonstrates a regional similarity in hijab trends across Southeast Asia, with Brunei, Indonesia, and Malaysia all experiencing a heightened consciousness for hijab fashion.

Princess Azemah Ni'matul Bolkiah, a polo player and princess of Brunei

Princess Azemah Ni'matul Bolkiah, born on September 26, 1984, is the eighth child of Sultan Hassanal Bolkiah of Brunei and his former second wife, Puan Hajah Mariam. She is known for her polo-playing prowess and her dedication to sports diplomacy.

Princess Azemah began riding and show jumping at the age of four and continued to participate in athletic competitions throughout her early school years. However, it wasn't until her time as a law student at the University of Warwick that she discovered polo. Despite the sport being dominated by men at the time, especially in Brunei, Princess Azemah's unwavering dedication to her training and discipline led to her selection for the Brunei National Polo Team.

The princess made her international debut representing Brunei at the 45' Torneo Internacional de Polo Sotogrande in Spain in 2016, where her team won the Silver Cup, solidifying Brunei's reputation in international polo. She went on to represent Brunei at the 29th Southeast Asian (SEA) Games in 2017, where she was one of only two female polo players from the country. Her team won a bronze medal, making her the first Bruneian woman to compete and win a medal at the SEA Games.

Princess Azemah's passion for polo and sports extends beyond the playing field. In 2021, she was chosen as one of ten ASEAN Women in Sports ambassadors as part of the Japan-funded ASEAN #WeScore campaign, promoting women's and girls' participation in sports in Southeast Asia. She has leveraged her influence to inspire gender equality and encourage more women and girls in her country to take up sports, particularly polo.

In addition to her athletic pursuits, Princess Azemah is also actively involved in health-related activities and charities. She regularly attends royal weddings, national celebrations, and charity events, representing her father, Sultan Hassanal Bolkiah, on various occasions. She is known for her fearless determination, both on and off the polo field, making her a role model for young athletes, especially those aspiring to break into male-dominated sports.

Collaboration between a Bruneian princess and a Malaysian entrepreneur

In 2015, Bruneian Princess Sarah, the wife of Crown Prince Al-Muhtadee Billah, collaborated with Malaysian entrepreneur Vivy Yusof on a fashion project. Princess Sarah, who is known for her relative transparency and down-to-earth nature, attended a Fashion Valet pop-up event in Brunei, where she connected with Yusof, the founder of dUCk scarves and co-founder of Fashion Valet. The pair subsequently co-designed the limited-edition Royal dUCk scarves, which feature five symbols celebrating womanhood: a wheel (independence), bees (collaboration), a grid (fitness), diamonds (grace), and flowers (femininity). The scarves, priced at $140 each, were available in four colours and sold to be worn as hijabs.

The collaboration between Princess Sarah and Vivy Yusof was unprecedented and generated immense excitement in Brunei, with the dUCk website nearly crashing when the scarves went on sale. The project was particularly notable as it combined royalty with fashion, marking a unique merging of perspectives across different nations. The collection also served as a form of cultural exchange, promoting Islamic values while offering a trendy and comfortable option for hijab wearers.

The success of the collaboration can be attributed to the strong following and influence of both Princess Sarah and Vivy Yusof. Princess Sarah's wedding to the Crown Prince in 2004 was dubbed the "wedding of the year" in Asia, with prominent figures such as Singapore's Prime Minister Lee Hsien Loong and the then Malaysian Prime Minister Abdullah Ahmad Badawi in attendance. Similarly, Yusof is a well-known Malaysian fashion influencer with her own reality TV show and over a million Instagram followers. She has successfully established multiple businesses, including Fashion Valet and dUCk, showcasing her entrepreneurial prowess and reach in the fashion industry.

Through their collaboration, Princess Sarah and Vivy Yusof created a collection that not only offered fashionable options for hijab wearers but also symbolised the power of female collaboration and empowerment. Their partnership transcended borders and brought together two influential figures, resulting in a unique and impactful fashion line.

The launch of a fashionable hijab line in 2015

In 2015, Malaysian entrepreneur and fashion influencer Vivy Yusof founded her own hijab line, dUCk. The brand specializes in colorful, high-end scarves aimed at urban women.

The chance to collaborate with royalty came when Princess Sarah of Brunei attended a Fashion Valet pop-up event in Brunei in June 2016. Yusof recalls being nervous about the prospect of a royal visit and unsure of the protocol, wondering: "Do we put out a red carpet?" However, Princess Sarah arrived without fanfare and shopped with her daughter.

After the event, Yusof accompanied Princess Sarah to the parking lot and, on impulse, asked her to collaborate on a line of headscarves. Yusof recalls thinking: "The worst she can do is say no." A few days later, Princess Sarah's sister-in-law, Noorsurainah Tengah, called to confirm the princess was interested in the collaboration.

The pair designed the limited-edition Royal dUCk scarves, which feature five symbols intended to celebrate womanhood: a wheel (independence), bees (collaboration), a grid (fitness), diamonds (grace), and flowers (femininity). Yusof described the project as a way to give women a more fashionable option for wearing hijabs.

In April 2017, the Royal dUCk Scarf line officially launched at Brunei's beachfront The Empire Hotel and Resort, where Princess Sarah gave an emotional speech. Hundreds of women bought the limited-edition scarf collection, which retailed for $140 per piece. The event was so popular that the Fashion Valet website nearly crashed when the scarves went on sale.

The collaboration between Princess Sarah and Vivy Yusof demonstrates a regional similitude in hijab trends across Southeast Asia, with heightened consciousness for hijab fashion in Brunei, Indonesia, and Malaysia.

Princess Fadzilah Lubabul Bolkiah, daughter of Sultan Hassanal Bolkiah

Princess Fadzilah Lubabul Bolkiah, born on 23 August 1985, is the ninth child of Sultan Hassanal Bolkiah of Brunei and his former second wife, Hajah Mariam. She is known as the "Sporty Princess" due to her involvement in sports such as netball and polo, and her preference for keeping a low profile.

Princess Fadzilah received her degree in international studies from Kingston University in 2008 and later obtained a master's degree in business administration from the Hult International Business School in 2015. She has been honoured with the Royal Family Order of the Crown of Brunei and the Dame Grand Cross of the Order of the White Elephant.

The princess is a member of one of the world's wealthiest royal families and regularly attends public and private celebrations in her country. She made her national team debut as a WA in the 2018 Asian Netball Championship and also captained the Brunei netball team in the 2019 Southeast Asian Games in Laguna, Philippines, winning a bronze medal. In addition to sports, Princess Fadzilah is also interested in equestrian activities and has become an equestrian.

On 16 January 2022, Princess Fadzilah married Abdullah Nabil Mahmoud Al-Hashimi, marking the occasion with a 10-day royal wedding celebration at Istana Nurul Iman. The wedding ceremony showcased the princess's iridescent grey attire, accessorised with diamonds and an emerald and diamond tiara.

Crown Princess Sarah binti Salleh Ab. Rahaman, wife of the Crown Prince of Brunei

Princess Sarah received her early education at St. Andrew's School and Paduka Seri Begawan Sultan Science College, where she excelled in her O-levels. She then pursued her pre-university studies and obtained a bachelor's degree in Public Policy and Administration from Universiti Brunei Darussalam (UBD) with First Class Honours. She also holds a Master's Degree in Public Policy in English Medium, which she completed during UBD's 23rd Convocation in 2011.

At UBD, Princess Sarah was actively involved in sports, particularly netball, and participated in charity runs sponsored by her college. She also travelled extensively with her parents on international trips. Princess Sarah married the Crown Prince Al-Muhtadee Billah, who is first in line to the Brunei throne, on September 9, 2004, when she was just 17 years old. Their wedding was a grand affair, attended by royalty and heads of state from various countries. The couple now have four children together.

In addition to her academic and family commitments, Princess Sarah has also ventured into fashion. She collaborated with Malaysian entrepreneur Vivy Yusof on a limited-edition collection of hijabs called The Royal dUCk Collection. This collaboration brought together Princess Sarah's royal influence and Yusof's fashion expertise, resulting in a line of colourful and fashionable scarves that celebrate female collaboration and empowerment. The collection was well-received, with the website crashing due to high demand.

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