For more than a decade, Southeast Asian womenswear label Love, Bonito has made a name for itself selling empathetic designs. “We like to think of Love, Bonito not as a clothing business, but a woman business,” says Love, Bonito CEO Dione Song. “We want to be there for women in every season of their lives.” A shopper is handed her purchases at a Love, Bonito shop by a shop attendant. From pockets in dresses to padded, backless designs and versatile office and maternity wear, Love, Bonito’s clothes are designed with close attention to the real-life needs of women. That sensitivity has built Love, Bonito a devoted following: some 30% of the company’s earliest customers still purchase with the brand today – no mean feat in a fickle and crowded fashion landscape. Thanks to strong word of mouth from visitors to Singapore as well as diehard fans living abroad, Love, Bonito has expanded its reach across much of the Asia-Pacific region and now, to the United States.