Asian-Inspired Confidence: The Modern Wardrobe of Love, Bonito
Origins and Founding
Love, Bonito began in Singapore in 2010 as a blog shop called BonitoChico, created by three friends—Rachel Lim, Viola Tan, and Velda Tan. What started as a side hustle evolved into one of Asia’s leading fashion brands, with a mission to empower women through clothing designed specifically for the Asian female form. The rebrand to Love, Bonito marked the brand’s transition into a full-scale fashion house rooted in purpose and practicality.
Ownership and Leadership
Rachel Lim now leads the brand as co-founder and face of its creative evolution. Love, Bonito remains privately owned and is backed by venture capital support, which has enabled rapid expansion into new markets including Malaysia, Indonesia, Hong Kong, and the U.S.
Aesthetic and Design Language
Love, Bonito’s aesthetic is polished, feminine, and smartly tailored—made for everyday confidence. The brand focuses on wearable silhouettes that flatter petite and Asian body types, with special attention to proportion, bust darts, and waist placement. Collections are versatile and elevated: soft suiting, easy dresses, modest necklines, and work-to-weekend separates in warm neutrals, blush tones, and statement prints. The pieces are thoughtfully functional—often with pockets, hidden zippers, and wrinkle-friendly fabrics.
Notable Pieces
- The Staple Midi Dress – A tailored, sleeveless midi with a flattering wrap front and waist belt.
- Lylas Padded Top – Built-in padding offers structure without the need for undergarments.
- Modern Kebaya & Lunar New Year Collections – Seasonal drops that honor traditional silhouettes with a contemporary twist.
- Structured Workwear Trousers – Slim-fit pants designed for petite legs with hidden stretch.
- Everyday Blazers – Single-button toppers with cropped and longline options for warm climates.
Famous Fans
- Rachel Lim (co-founder and regional icon)
- Asian influencers including Mong Chin (Singapore)
- Nicole Andersson (Philippines)
- Netflix stars from Southeast Asia and beauty YouTubers
The Future
Love, Bonito is rapidly expanding into global markets, recently launching in the U.S. with localized sizing and pop-up activations. The brand is also investing in activewear, maternity, and modest fashion lines, all while staying rooted in its core mission: designing for the modern Asian woman and uplifting her journey through every life stage.
