International womenswear brand, Love, Bonito, is redefining womenswear with a rebrand that spotlights the style and grace of Asian women.

“This milestone represents a heartfelt tribute to our Asian women community. Through our rebrand, we honor our rich Asian heritage and challenge stereotypes surrounding Asian women. This evolution extends to our apparel design, where we prioritize 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,” Rachel Lim, co-founder of Love, Bonito, said.

To curate a more focused assortment for its community, the brand has leveraged over 10 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 provides apparel for work, weekend, casual, holiday and dressy occasions while starkly reducing the total number of styles produced by 60 percent.

 Rooted in timeless elegance, the Signatures are sophisticated modern looks for effortless transitions from feminine dressing to power suiting at accessible price points. It includes 30 pieces that have been functionally crafted in crease-ease fabrics and flattering colors for work, weekend and dressy occasions.

True to its name, the Staples collection consists of versatile wardrobe builders 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.

The Capsule collection, meanwhile, spice up the wardrobe through the seasons with pieces for key festive celebrations such as Lunar New Year.

“It is high time we celebrated ourselves, as a brand that is created in Asia, lovingly made for Asian women, by Asian women. While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian women 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. 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,” said Dione Song, chief executive officer of Love, Bonito.