How Love, Bonito is celebrating and uplifting women through fashion [Video]

What started as a humble blog shop named BonitoChico in 2005 has evolved into Southeast Asia’s largest omnichannel womenswear brand, driven by the founders’ mission to empower and serve women across diverse Asian communities.

Initially, co-founder Rachel Lim only intended to generate supplementary income, but as her business venture grew, she began importing clothes from overseas. This is when she realized that there was a gap in the market. 

“We found that clothes didn’t quite resonate with Asian women in terms of fit, style and preferences,” Lim tells NextShark. “This realization led us to eventually design apparel that celebrates the body proportions and tastes of women in our diverse communities. In 2010, we rebranded to Love, Bonito. We wanted to empower women to have the confidence to live their most authentic lives.” 

Soon, the brand would physically expand throughout Southeast Asia and later launch an international websiteto ship to 20 countries globally. The brand’s …