Where fashion plays a huge part in shaping one’s confidence and self-image, Rachel Lim and those at Love, Bonito understand the immense impact that the perfect outfit can have on someone.
Striving to uplift women with one piece of clothing at a time, Lim co-founded the brand during her final year at Nanyang Technological University, eventually growing it from a platform for selling used clothes to an eCommerce giant.
“As a young Asian woman, I struggled to find outfits that fit me well. It wasn’t until I created my own trousers that I realized that it wasn’t because my hips were too big or my legs were too short, it was because no one understood the Asian proportion. I realized that thousands of other women in Asia could also relate to what I felt,” says Lim.
Having grown in Southeast Asia, establishing a strong presence within the likes of Singapore, Malaysia, Indonesia, and the Philippines, it is apparent that their message has touched the minds and hearts of many. But with plans for greater expansion beyond Asia, there is no doubt that what they stand for will continue to resonate with others—no matter the proportion, seeking confidence through clothing is a universal experience after all.
“We believe that when we put on a well-made outfit, it changes the way we feel about ourselves – we stand a little taller, speak a little louder and shine a little brighter,” a saying that has become the very essence of Love, Bonito.
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What are some of the values that you have assigned to Love, Bonito; core tenets that you attribute your success to?
One core value at Love, Bonito is ‘people matter’. I believe that at the end of the day, no man is an island and you can’t do everything on your own. You can’t go through life alone, you can’t build a vision and realize a dream on your own. And in my journey, the people alongside me, those who I have done this with have been instrumental to where Love, Bonito is today.
What is the role that you see Love, Bonito playing in the global fashion industry?
When it all started 13 years ago, unofficially it was 16 years ago, then, there was not a single player in the market that created clothing with Asian women in mind. What I’m saying is that international brands were all creating for other women; those with very different needs, body proportions, and skin tones than us Asian women.
Our role at the end of the day in the global fashion scene is standing up for Asian women. Fashion is just a vehicle for us to reach out to women, to empower her, to make her believe in herself, and to provide her with the courage to pursue her dreams.
Our role at the end of the day in the global fashion scene is standing up for Asian women. Fashion is just a vehicle for us to reach out to women, to empower her, to make her believe in herself, and to provide her with the courage to pursue her dreams.
When did you first discover that expanding and furthering Love, Bonito was something that you really wanted to do?
Over the last 13 years, there have been so many highs and lows—there were instances when I wanted to throw in the towel and just give up. At times I’ve asked myself, ‘Is this worth it?’, ‘What am I really doing this for?’. I was stuck discovering and finding out what Love, Bonito’s true purpose was. And I wondered if we wanted to close down tomorrow, what would it really affect?
I was stuck discovering and finding out what Love, Bonito’s true purpose was. And I wondered if we wanted to close down tomorrow, what would it really affect?
I remember, when I was at one of my lowest points in 2014, at the end of August, I received a random e-mail from a customer. She wrote to me, asking if she could come and share with me how Love, Bonito made an impact in her life. The entire left side of her body was immobile and you could tell that she had recently shaved her head because her hair was just starting to grow. She sat down and told me:
‘You know, Rach, over the last six months, I’ve been going in and out of major surgeries because there was something sitting on the left nerve of my brain. I lost my crown of glory, I lost my confidence, I lost all my weight, and I lost my partner in life. But every day during my recovery process, I choose to put on a piece of Love, Bonito because it gave me a little courage and strength to look at myself in the mirror.’
That reminded me why Love, Bonito existed—it was not just about the superficial clothing. This is why we continue building, this is why we continue growing, and this is why we continue pushing boundaries.
How has fashion become an avenue for talking about some of the issues women face?
Fashion is our main avenue for reaching out to women, but I believe that Love, Bonito is not merely in the business of fashion, we’re ultimately in the business of women. And through fashion, I’ve been able to reach out to women; to get to know them, to have their data, and to understand what pains them. And we’re gonna continue to also use the platform to share stories of real women, and their feelings, their successes, and their journeys to inspire other women to keep going on.
Fashion is our main avenue for reaching out to women, but I believe that Love, Bonito is not merely in the business of fashion, we’re ultimately in the business of women.
Who is the Love, Bonito woman?
The Love, Bonito woman is multifaceted and she wears many hats. We have various roles in life; we can be a mom to a child or a pet; we can also be a partner, a daughter, and a sister. And that’s what we’re creating for; a woman on the go, a woman who’s multifaceted, a woman wearing many hats. That means the outfits she wears must be comfortable, empowering, versatile, and capable of bringing her through the different seasons of her life.
In your brand’s own words, “When you look good, you feel good. You stand a little taller, you speak a little louder, and you shine a little brighter.” Did you ever find yourself on the opposite side of this spectrum?
Especially during COVID, when we all worked from home, we all realized that we didn’t need to put on make-up or dress up when we were working or going to meetings. At that point, I realized that when I showed up in my pajamas, I felt sloppy. But, when I decided to switch and change into something proper, at least a buttoned shirt and shorts, I immediately felt ready to face the day.
I emphasize my belief that dressing up and dressing well for ourselves have psychological effects on our way of feeling about ourselves and that is really half the battle won; when you feel and look the part, you will act the part.
Images courtesy of Love, Bonito
