Love, Bonito to open first physical store in PH

Southeast Asian womenswear brand Love, Bonito will be opening its first brick-and-mortar store in the Philippines which will feature the brand’s newly refreshed identity and revamped assortment strategy.

Launching in the third quarter of the year at Greenbelt 3, Makati City, the inaugural store will feature its new capsule collection inspired by the ancient Chinese philosophy of yin and yang.

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The collection aims to embrace the interconnectedness of complementary contrasts by offering looks that blend the masculine and feminine to be versatile to suit multiple occasions. Pieces from the collection include a padded floral peplum camisole top, cotton trapeze midaxi dress and relaxed knit cardigan to name a few.

“After five years of shipping to the Philippines, we’re thrilled to announce the opening of our very first permanent store here," said Rachel Lim, co-founder of Love, Bonito.

"With our upcoming physical store, our Filipina customers can now experience our collections firsthand, join workshops, styling sessions, and be part of our vibrant community events,” she added.

The new collection will be the first capsule collection under its new streamlined assortment strategy based on ten years of customer data, machine learning and artificial intelligence. Under this strategy, three key lines including the signatures, staples and capsule collections will reduce the overall number of styles produced by 60%.

“The Philippines remains one of our fastest growing markets, with a constant double-digit year-on-year growth since 2019,” also said Dione Song, CEO of Love, Bonito.

“Unlike traditional retailers, Love, Bonito started out as a digitally-native brand, but over the years have grown to understand the importance of being physically present where our community is,” she explained.

Love, Bonito’s rebrand was done in collaboration with brand practice Anak, and features a new logo that plays to the brand’s initials “LB” and forms a heart-shaped monogram which is in contrast to its previous text-based logo.

Fronting the campaign is a powerhouse lineup of Asian women including ambassadors Arden Cho, mother-daughter duo Gym Tan and Mya Miller, Yuna and Chanel Miller, who were specifically chosen for their personal stories and outlook that stray from what a stereotypical Asian woman should be or look like.

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