Rachel Lim was never a pants girl. After rebranding her defunct LiveJournal shop BonitoChico (which translates to “beautiful boy” in Spanish) to its present name, Love, Bonito , Lim had an epiphany: Asian women of all heights and shapes can benefit from well-fitted pants—provided that they are designed to suit their unique body types. “My hips are big and my legs are short,” the 37-year-old co-founder candidly shares.
“Before we existed, a lot of brands that designed pants were not meant for Asian women. It wasn’t until we created our line that I realized we can look good in pants, too.” She continues, “Now that we’re here in Manila, and if it’s your first time to get to know us, definitely go try the Yuna [high-rise] pants from the Signatures collection.
You’ll look leggier like I do and it comes with deep pockets!” Dubbed “natural length booster,” the brand’s best-selling high-waisted trousers have found their way into their first physical store in the Philippines. In Greenbelt 3 in Makati, Filipinos who have been long-time fans can easily try on Love, Bonito’s wide range of clothing among its three lines: the Signatures, elevated pieces that encapsulate the brand’s DNA, Staples, a series of wardrobe essentials, and Capsule, their take on trendier or seasonal garb. Opened to the public on August 4, the Singaporean brand aims to create a shopping experience that resonates with the modern Asian woman.
As CEO Dione Song explains, “If you’ve seen our previous stores, what’s quite different now is we have a lot of red accents running inside. For us, red represents boldness and the spirit of the modern Asian woman.” The 2,000-square-foot store’s design also focuses on enhancing the customer experience.
From a unique electronic fitting room queue system to ensure minimal waiting, to pram-friendly aisles and areas for kids to play, every detail is curated to offer convenience and comfort. The grand opening event featured content creators and personalities like Laureen Uy, Martine Ho, Jess Wilson, Mikaela Lagdameo, Love, Bonito brand ambassador Coleen Garcia, and hosted by Janeena Chan. The event also featured a selection of delights from pizza and desserts to coffee, served by Single Origin.
In a significant message from the brand, Lim emphasizes that Love, Bonito stands for more than just fashion. “You and I want to look good and feel good because it enables us to live and become a better version of ourselves. That’s why it’s ‘Ready-to-live, not just ready-to-wear.
’” For Lim and Song, their products are thoughtfully created to enable customers to express themselves fully and confidently. Lim adds, “It’s truly the core and essence of who we are and why we exist.” Love, Bonito is located at 2F Greenbelt 3, Makati City.
The opening weekend will feature exclusive discounts and a limited-edition tote, promising an engaging and memorable shopping experience. For more information, visit Love, Bonito’s official website . Follow them on Instagram .
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