Our origins began in Singapore in 2005, with our co-founders selling pre-loved apparel as BonitoChico. As the business grew, co-founder, Rachel Lim, recognized that she was often misrepresented by the styles and outfits marketed to her. Instead of accepting the status quo, she chose to change the narrative by creating a brand that actually represented herself and her community – a true love letter to the women around her, signed Love, Bonito.
Today, Love, Bonito has evolved to be one of the largest omnichannel womenswear brands in Southeast Asia, with an online and physical presence in many key markets including Singapore, Malaysia, Indonesia and Hong Kong. We ship internationally to 18 countries and just launched our Pop-up in SoHo, New York!
Designed in-house, we focus on creating accessible and thoughtful styles, ensuring quality and value for the modern everyday woman. Together, we are on a journey with you through life’s seasons: from everyday staples to workwear, special occasions and milestones — celebrations and motherhood.
As we each walk our own paths of self-discovery, we aim to empower you in that journey: to find your voice, believe in yourself and embrace who you are. We want to walk alongside you as you become more of who you were meant to be and come into your own.
Made for real life, our clothes don’t only look great in the mirror; they were designed to function for all the different facets of your life. From deeper pockets to padded busts and second button closures on days where you just can’t; we’ve thought about it, so that you don’t have to. Our sample pieces are also fitted on actual everyday women, with seam lines perfected to bring you quality and practicality that are not only ready-to-wear, but ready-to-live.
Join our community of women as we celebrate and inspire each other with our unique stories and strength.
We are on a mission to bring women's issues to the forefront and create actionable steps for a better future for the generation of women, together with our partners and community.
Love, Bonito is an evolving brand that journeys with women, taking on a meaningful approach to fashion that allows for bold and real conversations to take place. Our key global pillars that our social impact program focuses on are Female For Future, Health & Wellness and Women's Rights. We work with global and local brand partners and organisations that champion women's issues to provide funding, connection, and amplification through storytelling.
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