Love, Bonito unveils new branding, assortment strategy

A campaign featuring well-known Asian female personalities has also been launched.

Southeast Asian womenswear Love, Bonito has unveiled a new brand identity and revamped assortment strategy.

The new brand identity comprises a heart-shaped monogram that relates to the brand's initials “LB” and new colours, aside from its signature peach hue.

Along with it, a brand campaign has been launched, featuring a line-up of well-known Asian women with testimonies about breaking out of stereotypes about Asian women.

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“It's high time we celebrate our brand, one that is created in Asia, lovingly made for Asian women, by Asian women. 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,” Dione Song, CEO of Love, Bonito, said.

Love, Bonito has also introduced a new assortment strategy, supported by machine learning and artificial intelligence. The modernised assortment includes three key lines: Signatures, Staples and capsule collections. The new strategy will help reduce the overall number of styles by 60%.