Singaporean womenswear brand Love, Bonito is making waves in the fashion industry with its fresh brand identity and revamped assortment strategy. The brand’s recent announcement signals a significant shift towards empowering Asian women and challenging stereotypes, cementing its position as a leader in the fashion arena.
Key Points:
- Love, Bonito introduces a modern heart-shaped monogram and vibrant new colors, challenging stereotypes and embracing individuality.
- Leveraging customer data and technology, the brand curates three key lines: Signatures, Staples, and capsule collections, offering versatile apparel for various occasions.
- Featuring a diverse lineup of prominent Asian women, Love, Bonito’s campaign celebrates individual stories and challenges stereotypes in the fashion industry.
- Beyond fashion, Love, Bonito actively supports women entrepreneurs and invests in ventures that resonate with its values, fostering empowerment and inclusivity in the region.
- With a commitment to authenticity and representation, Love, Bonito aims to become the go-to destination for Asian women seeking fashion that reflects their identity and celebrates their diversity.
A New Brand Identity:
Love, Bonito’s rebranding effort is more than just a cosmetic change. The brand has unveiled a sleek heart-shaped monogram, incorporating its initials “LB,” and introduced vibrant new colors alongside its iconic peach shade. Embracing a sassier tone of voice, Love, Bonito aims to break away from traditional stereotypes of Asian women, celebrating individuality and confidence.
Revamped Assortment Strategy:
In response to evolving consumer preferences and market dynamics, Love, Bonito is rolling out a streamlined assortment strategy. Leveraging over a decade of customer data and cutting-edge technology like machine learning and artificial intelligence, the brand is curating three key lines: Signatures, Staples, and capsule collections. This strategic approach ensures a more curated range of apparel for various occasions while reducing the overall number of styles produced by 60%.
Empowering Asian Women:
Love, Bonito’s brand refresh goes beyond aesthetics; it reflects the brand’s commitment to empowering Asian women. By featuring a diverse lineup of Asian women, including Hollywood actress Arden Cho, award-winning Malaysian musician Yuna, and writer Chanel Miller, the campaign celebrates individual stories and challenges stereotypes. The brand’s CEO, Ms. Dione Song, emphasizes the importance of crafting lines tailored for Asian women, underscoring Love, Bonito’s dedication to its mission since its inception.
“It’s high time we celebrate our brand, one 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 women is in this 21st century. By doing so, we 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 encouraging 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.”
Championing Women in Asia:
Love, Bonito’s commitment to empowering women extends beyond fashion. The brand actively supports women entrepreneurs and invests in ventures that align with its values. From acquiring Singaporean activewear label butter to launching the new activewear line, cheak, Love, Bonito demonstrates a multipronged approach to championing women in Asia. Partnerships with ventures like Singaporean natural healthcare start-up Moom further underscore the brand’s dedication to fostering women-led initiatives.
A Vision for the Future:
As Love, Bonito embarks on this new chapter, its vision is clear: to become the go-to destination for Asian women seeking fashion that reflects their individuality and celebrates their diverse stories. With a refined assortment strategy, a bold brand identity, and a commitment to empowering women, Love, Bonito is poised to redefine womenswear for the Asian woman, inspiring confidence and authenticity every step of the way.
Love, Bonito’s brand refresh marks a pivotal moment in the fashion landscape, ushering in a new era of inclusivity, empowerment, and celebration of Asian women’s diversity and strength. As the brand continues to evolve and innovate, it reaffirms its position as a trailblazer in the global fashion scene, setting new standards for authenticity and representation in the industry.