Leading Southeast Asian womenswear brand, Love, Bonito, is redefining womenswear for the Asian woman with a new brand identity and a revamped assortment strategy.
The change signifies the brand’s commitment towards its long-term vision of becoming the ultimate go-to destination for Asian women. Fronting the campaign is a powerhouse line-up of Asian women, specifically chosen for their personal stories and outlook that strays from what a stereotypical Asian woman should be or look like.
“It is high time we celebrate ourselves, as a brand that is created in Asia, lovingly made for Asian women, by Asian women,” says Dione Song, CEO of Love, Bonito. “While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian woman is in this 21st century. By doing so, we too want to let Asian women know that it is perfectly alright to be unabashedly ourselves while keeping to our roots and heritage.”
She added: “Our consistent double-digit year-on-year growth since 2020 has been an encouraging sign and we will be rolling out a new assortment strategy as part of our new brand identity. The vision of being the go-to destination for Asian women is big and we are just getting started.”
