Is community the new currency for Love, Bonito?

Love, Bonito is doubling down on its mission of being in the business of women, not just fashion, with its LB Women’s Club community gatherings launched in conjunction with International Women’s Month.

The brand has long leaned into community-driven initiatives, from stand-up comedy nights to its "Ready-to-live" series and last year’s "Trailblazers" event. But with LB Women’s Club, it is formalising these efforts into a more structured, long-term platform.

Having already hosted sessions across the Philippines, Malaysia and Hong Kong, Love, Bonito recently held its inaugural Singapore edition titled “Style, money & confidence”, in partnership with investment platform StashAway.

Getting into the business of women

Speaking to MARKETING-INTERACTIVE, AJ Lelis, global brand marketing manager at Love, Bonito, said the move reflects a deeper evolution of the brand’s purpose. “At Love, Bonito, we believe that we are not just in the business of fashion, but in the business of women,” she said. “Launching the LB Women’s Club is our way of taking our mission to the next level, creating a dedicated space for the conversations that truly matter to the everyday Asian woman.”

According to Lelis, these initiatives are not just about engagement, but insight. “They allow us to listen, learn and understand the evolving needs of our community so that we can continue to design every product and experience with intention,” she added.

Don't miss: Women who lead: Love, Bonito's Dione Song on redefining Asian fashion leadership

The choice of “Style, money & confidence” as the club’s debut theme was also deliberate, tapping into a growing conversation around financial literacy and independence. Lelis explained that the brand's direction was guided by this year’s International Women’s Day theme, "Give to gain".

We believe one of the most powerful things we can give women is financial confidence.

“In a world of rising costs and uncertainty, this is no longer optional," she added. 

A strategic partnership with Stashaway

While fashion and finance may seem like separate domains, she noted that both are deeply embedded in everyday decision-making. “From getting dressed in the morning to planning for the future, choices around wardrobe and money are closely intertwined. When women are equipped to understand their options and invest intentionally, they gain agency and confidence to move through life on their own terms,” she said.

The partnership with StashAway was also rooted in shared values, particularly around accessibility and empowerment.

“Both brands are aligned in making confidence accessible for the everyday woman, Love, Bonito through design, and StashAway through financial literacy and tools,” said Lelis. She added that trust also played a role, citing prior working relationships and alignment in leadership vision as key factors in the collaboration.

Looking ahead, Love, Bonito sees LB Women’s Club as more than a one-off initiative, but a long-term commitment to its community.

“Community-driven events have always been part of our journey, and LB Women’s Club represents a more intentional step forward,” Lelis said. “It is a platform to bring these meaningful experiences together under one name.” She added that the brand aims to expand the initiative further across markets, positioning it as a space to “uplift, connect and empower the everyday woman”.

The partnership with StashAway is also expected to evolve beyond the initial event, with plans for deeper collaborations including exclusive perks, co-created experiences such as styling sessions, and financial workshops.

“Our goal is to ensure that the conversation around confidence and independence remains a continuous part of our community’s lifestyle,” Lelis said, adding that: 

It is about helping every woman build a foundation for her future with both style and substance.

In a similar vein of championing women empowerment, LinkedIn had teamed up with fashion brand Love, Bonito back in October last year to launch a campaign addressing the persistent confidence gap faced by women in the workplace.

Titled "What we don’t ask: Career questions women should start asking", the initiative surfaced the questions women often hesitate to raise — from mentorship and communication to navigating career growth — and paired them with insights from voices such as LinkedIn’s APAC HR director Sumita Tandon, Love, Bonito's CEO Dione Song and Malaysia’s top 20 LinkedIn creator Crystal Lim. 

It also featured Nas.io's head of operations and strategy Jacq Lim, LinkedIn Top Voice in Hong Kong Sylvia Yu Friedman, and Indonesian entrepreneur Sabrina Anggraini. The collaboration marked LinkedIn’s first in Asia and is designed to showcase how women can access both practical tools and human guidance to grow with confidence.

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