LOVE, Bonito, is putting the spotlight on Asian women with a new brand identity and a revamped assortment strategy. The rebranding honours Asian heritage and challenges stereotypes surrounding Asian women.
This evolution extends to the brand's apparel design, where it prioritises not only perfecting the Asian fit but also ensuring each piece has functionality, confidence, and versatility.
"This milestone represents a heartfelt tribute to our Asian women community," says Rachel Lim, Co-founder of Love, Bonito.
The new campaign features celebrities such as singer Yuna, and Korean American actress and singer Arden Cho, as well as 63-year-old Asian TikTok influencer Gym Tan and her daughter Mya.
To curate a more focused assortment for its community, Love, Bonito has leveraged over ten years of Asian women customer data combined with machine learning and artificial intelligence to launch bestselling styles in three key lines: Signatures, Staples and capsule collections. The revamp will provide apparel for work, weekend, casual, holiday and dressy occasions,
Rooted in timeless elegance, the Signatures are sophisticated modern looks for effortless transitions from feminine dressing to power suiting at accessible price points. It will include 30 pieces that have been functionally crafted in crease-ease fabrics and flattering colours for work, weekend and dressy occasions.
Embracing its Asian roots, Love, Bonito has also thoughtfully designed looks that make filial piety and mother-daughter bonding look effortless. These ensembles include the off-shoulder Simone Pleated Padded Twist Back Jumpsuit and the Dez Pleated Boat Neck Crop Top and Gym Pleated Column Midi Skirt in Dusty Citron - the right colour to bring out a healthy glow for dressy or weekend occasions.
Through the Seasons
Apart from Signatures, customers can also look forward to Staples from April onwards. True to its name, Staples consists of versatile wardrobe builders available at entry price points. These include chart toppers with improved fabrics and never out-of-stock essentials like denims, which can be easily incorporated into weekend or work fits.
Zalora discount code is available for womenswear, shop now!