MALAYSIA, 11 MARCH 2024 – 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 and Asian-American women, specifically chosen for their personal stories and outlook that strays from what a stereotypical Asian woman should be or look like.

“This milestone represents a heartfelt tribute to our Asian women community,” says Rachel Lim, Co-founder of Love, Bonito. “Through our rebrand, we honour our rich Asian heritage and challenge stereotypes surrounding Asian women. This evolution extends to our apparel design, where we prioritise not only perfecting the Asian fit but also ensuring each piece is meticulously crafted for functionality, confidence, and versatility. 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.”

Ready-to-live, not just ready-to-wear

Love, Bonito prides itself in designing apparel for the real lives of women. With empathic cuts, flattering palettes, and fits that are tried and tested by everyday women, customers can count on the brand to be ready for big milestones as well as for smaller ones in between. 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 momentous revamp will provide apparel for work, weekend, casual, holiday and dressy occasions, while starkly reducing the total number of styles produced by 60%.

Rooted in timeless elegance, the Signatures are sophisticated modern looks for effortless transitions from feminine dressing to power suiting at accessible price points. Its first launch from 11 March onwards will include 30 pieces that have been functionally crafted in crease-ease fabrics and flattering colours for work, weekend and dressy occasions. Beyond the brand’s dedication to designing clothes for the real lives of women, it also strives to represent the Asian women community with raw, impactful women stories.

Starring Korean American actress and singer Arden Cho in the Ling Belted Tailored Vest  paired with the Yuna Tailored High Rise Pants, these pieces were constructed for that huge confidence boost as she fiercely advocates for Asian women representation in Hollywood while being her true authentic self with a cup of boba. Ling comes with a bloat-friendly silhouette with its roomier hem, which perfectly complements the leg-lengthening Yuna that is guaranteed to give you instant length.

Another way to style Yuna is with the Rachel Ruched-ready Blazer and Ivy Satin Button Down Shirt. Taking a candid mirror selfie, Malaysian singer Yuna is definitely no stranger to those who love great music. Whether she’s creating the next big hit in the studio or spearheading Southeast-Asian women representation on the international stage, Yuna oozes confidence with her modest-friendly picks.

The carefree Chanel Miller is completely at ease with herself in the Natalia Scoop Neck Fitted Top and luxurious Anh Pleated Straight Leg Pants. She may exude an effortless confidence now, but has come a long way in shedding her shame and courageously living a fulfilling life as a sexual assault survivor. The padded and body-hugging Natalia offers the best support through thick and thin, while Anh’s crease-ease plisse material, bloat-friendly design and  functional pockets will get you ready for all of life’s moments.

Embracing our Asian roots, Love, Bonito has also thoughtfully designed looks that make filial piety and mother-daughter bonding look effortless. 63-year-old Asian TikTok influencer Gym Tan defies stereotypes around ageing as she dons the off-shoulder Simone Pleated Padded Twist Back Jumpsuit. Her daughter Mya is wearing the matching Dez Pleated Boat Neck Crop Top and Gym Pleated Column Midi Skirt in Dusty Citron – the perfect 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 from RM119 to RM299. Customers can look forward to evergreen pieces such as chart toppers with improved fabrics and never out-of-stock essentials like denims, which can be easily incorporated into weekend or work fits.

Additionally Love, Bonito will also launch capsule collections, which are catered to spice up her wardrobe through the seasons, and provide offerings for key festive celebrations such as Lunar New Year. These collections are inspired by Asian culture and heritage, with modern interpretations of traditional styles and will drop on a monthly basis at a range of price points.

Love, Bonito’s Signatures Collection ranges from RM119 to RM299 and goes live from 11 March, Monday onwards, on its website and available in stores at The Exchange TRX, Mid Valley Megamall, 1 Utama and Queensbay Mall Penang. Love, Bonito also ships to 20 countries worldwide (free shipping threshold applies). Staples will launch from April onwards while capsule collections will launch on a monthly basis at a range of price points. For more information, follow us on @lovebonito_my and check out our hashtag #readytolive.