Oh My God Have You Not Tried Our Love Bonito Clothes?

Girlbosses Rachel Lim and Viola Tan are mortified we don’t own anything from their fashion brand. So we bought a $48 jumpsuit to see what the fuss was all about. We talk business and entrepreneurship with the Love, Bonito founders.

 

- Celine Tan

Rachel Lim, the exuberant co-founder of online fashion brand Love, Bonito, is going on about their Asian fit. “We pride ourselves on having the perfect Asian fit,” she says, while co-founder Viola Tan nods. “When Asians shop at international brands, sometimes it’s hits and misses. Like the Zara jumpsuit is supposed to be at your waist, but it ends up at your hips. Our clothes really fit the Asian physique.” When I mention I don’t own anything from Love, Bonito, Rachel is horrified. “What?!??” she exclaims. Maybe she’s joking, perhaps it’s hubris, or maybe she truly has reason to be shocked. After all, Love, Bonito is one of the first names that come to mind when you think of online shopping in Singapore. The pioneering brand has been around for 10 years — pretty much since adding dresses and skirts to a virtual cart first took off in a big way.

The Love, Bonito fashion pioneers were recently honoured with an award at the Women Entrepreneur Awards 2017, which celebrates female trailblazers who shine both at business (Love, Bonito is reportedly worth seven figures) and in terms of contributing to society. Today, I’m talking entrepreneurship with Rachel, 30, and Viola, 33, and they’re telling me about their ‘holy grail’ and the reason they think they’ve survived in the fickle fashion industry — it’s all thanks to their Asian fit, and their knack for knowing what their audience wants. Despite being a fan of online shopping, I’ve somehow never jumped on the Love, Bonito bandwagon. After interviewing Rachel and Viola, I guess an “Add to Cart” at www.lovebonito. com was overdue. I bought a pleated blue jumpsuit for $48 (no shipping charge) which arrived within three days, and — wouldn’t you know it — it does fit well and look flattering. Guess these ladies deserve their place at the top of the fashion heap.