A proudly Asian brand, Love, Bonito has won over the region with timelessly chic outfits designed for Asian women. More than just catering to the population's distinct build and frame, they aim to support and address the lifestyle and needs of their demographic. After all, who better understands the multifacetedness of Asian women than fellow Asian women?
"We prioritize not only perfecting the Asian fit but also ensuring each piece is meticulously crafted for functionality, confidence, and versatility," Love, Bonito co-founder Rachel Lim shares. "From school drop-offs to the boardroom and date nights, our designs empower women to embrace every aspect of their lives with style and grace.”
This ethos has guided the brand in over 10 years in the industry. Today, Love, Bonito continues to grow and evolve, undergoing a rebrand and opening additional stores in Southeast Asia—including the Philippines. Love, Bonito's CEO Dione Song revealed at the House of Love, Bonito Launch Party that the physical store in Manila is slated to open in the third quarter of 2024.
It was then confirmed in a media luncheon held on April 27 that the first Love, Bonito Philippines brick and mortar store will open shop at Greenbelt 3.
As we eagerly anticipate shopping in their local boutique, why not brush up on the history, rebrand, and bestsellers of this cult-favorite online shop below?
Love, Bonito Brand History
Tracing its roots as a "blogshop," the Love, Bonito we know and adore today stemmed from three university friends' Livejournal store BonitoChico. They started by selling pre-loved clothes in 2005, and would later add imported apparel from their travels.
In 2010, the trio decided to design their own piece and move to their own online domain, and thus, Love, Bonito came to be. The home-grown Singaporean brand would eventually gain traction and sweep not just the Little Red Dot, but the whole of Southeast Asia.
Love, Bonito would expand to neighboring markets Malaysia, Indonesia, and Cambodia after a clamor for their "for the Asian women" wardrobe essentials. By 2013, the brand would be fully helmed by co-founder Rachel Lim. She would later pave the way for expansion and massive growth by opening their brick-and-mortar store in the famed Orchard Road in 2017, securing major multi-million funding in 2018 and again in 2021, and launching an international website that can ship to 20 countries globally in 2019.
Guided by their ethos of celebrating and uplifting Asian women, Love, Bonito would continue to craft classic feminine pieces that understood Asian women's concerns: fit, functionality, style, and value for money. Their vision resonated so well with the market, that they ventured to reach more women to dress and empower. Hence in 2021, the brand tapped retail and e-commerce heavyweight Dione Song to become the CEO. The executive duo made great strides, opening their flagship store in Hong Kong, mounting a Philippine pop-up, and expanding into the USA. They would even make it to the 2023 edition of The BoF 500, which honors the individuals shaping the global fashion industry.
Love, Bonito 2024 Rebranding
Frequent shoppers on their website might have noticed a tweak in their logo and visual color palette. This rebranding becomes even more evident in their physical shops in Singapore, where even the selection of in-store flora has been updated to honor their Asian heritage. According to Love, Bonito, "The change signifies the brand’s commitment towards its long-term vision of becoming the ultimate go-to destination for Asian women."
With this new era, Love, Bonito is also introducing a revamped assortment strategy. The brand actively highlights the ready-to-live aspect of its apparel by streamlining its offerings into three key lines: Signatures, Staples, and capsule collections.
The recently launched Signatures offers more sophisticated pieces that are tailored yet feminine, while the soon-to-be-released Staples consists of elevated everyday basics that are available at entry price points. True to the brand's character, each garment offers versatility and functionality, while remaining timelessly stylish. After all, these clothes were meant to be lived in—worn in moments big, small, and everything in between.
And speaking of momentous occasions, their monthly capsule collections are meant to reflect the fashion of the season, so you can expect celebration-worthy OOTDs for ringing in festivities like the Lunar New Year.
While this strategy reduces the total number of styles produced by 60 percent, there's no need to fret as this curation allows for a more focused selection based on actual customer data. This means shoppers will still get their bestselling styles, albeit updated for better fit and engineering. We're talking padded busts, crease-ease technology, bloat-friendly fabrics, and everyone's favorite—pockets!
Best Love, Bonito Pieces
Rachel Blazer
Touted as the "Blazer of the Year," the Rachel incorporates an elastic band under the sleeves to easily pull off the effortlessly chic scrunched-up look. Even Avatar: The Last Airbender's Arden Cho counts this as her favorite LB piece!
Rachel Ruched-Ready Blazer, P4190, LOVE, BONITO, lovebonito.com
Crop Camisole Top
The quintessential crop top, it's perfect whether on its own or for layering. It comes in a variety of colors, too!
Jaelia Crop Camisole Top, P1250, LOVE, BONITO, lovebonito.com
Flared Pants
The perfect pair of trousers can take anyone from the office to a night out. Not only does the Pvara come in a flattering high waist, it also elongates your legs with its subtle flare.
Pvara Petite Flare Pants, P2750, LOVE, BONITO, lovebonito.com
Vest Dress
Waistcoats are having their moment, and to elevate this closet staple further, consider this tailored dress iteration.
Jeon Tailored Blazer Dress, P2890, LOVE, BONITO, lovebonito.com
Quintessa Jersey Fit & Flare Midaxi Dress
Easy, breezy, yet totally chic, a versatile go-to dress will save anyone the trouble of not knowing what to wear, whatever the occasion.
Quintessa Jersey Fit & Flare Midaxi Dress, P3150, LOVE, BONITO, lovebonito.com
Drape Blouse
Who said softness isn't found in power dressing? This tailored blouse marries graceful draping for an elegant top that can easily be dressed up or down.
Maya Asymmetric Drape Blouse, P2090, LOVE, BONITO, lovebonito.com
Maxi Skirt
Another highly versatile piece, this maxi skirt can take dressers from casual strolls to more formal affairs. We love the thoughtful incorporation of the slit to balance out the volume.
Zoe Flare Maxi Skirt, P2290, LOVE, BONITO, lovebonito.com
Cropped Top + Skirt
A testament to the design team's thoughtfulness, LB releases individual pieces that can be mixed and matched. Whether for a full monochrome look or a take on the sandwich method, no one can go wrong with these curated pairings.
Dez Pleated Boat Neck Crop Top, P1890, LOVE, BONITO, lovebonito.com; Gym Pleated Column Midi Skirt, P2290, LOVE, BONITO, lovebonito.com
Celebrities and Influencers in Love, Bonito
1. Arden Cho
2. Sofia Andres
3. Coleen Garcia
4. Camille Co
5. Katarina Rodriguez
6. Patricia Prieto
7. Kryz Uy
8. Janeena Chan
9. Janina Manipol
10. Vina Guerrero
How to Shop Love, Bonito in the Philippines
While you can shop online and avail of their free shipping, Dione revealed at the House of Love, Bonito Launch Party that the physical store in Manila is slated to open in the third quarter of the year. While there is no exact date of their Q3 opening, Rachel and Dione have confirmed during an April 27 media luncheon that the store will be located at Greenbelt 3.
We can't wait!
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