Cover Rachel Lim, co-founder of Love, Bonito has spent the last two decades building a brand that went from humble blogshop to one of Asia’s most influential fashion brands—a multimillion-dollar powerhouse that empowers women through self-expression and style
Rachel Lim, co-founder of Love, Bonito has spent the last two decades building a brand that went from humble blogshop to one of Asia’s most influential fashion brands—a multimillion-dollar powerhouse that empowers women through self-expression and style
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In celebration of Singapore’s 60 years of independence, Tatler looks at how the country continues to make an outsized mark on the world—not through scale, but through foresight and ambition. From tech visionaries and design trailblazers to cultural leaders and a decorated Paralympian, these individuals reflect the nation’s unique blend of agility, integrity and global influence rooted in a strong sense of identity. Here, Rachel Lim reflects on her entrepreneurship journey, evolution fuelled by resilience, and how she’s advocating for the modern Asian woman
Two decades ago, Rachel Lim set out to solve a simple but profound problem: she couldn’t find clothes that truly fit Asian women—our proportions, our climate, our culture.
Sparked by sartorial struggle, Lim transformed that quest into a cultural movement. Today, as co-founder of Love, Bonito, she leads one of Asia’s most influential fashion brands—a multimillion-dollar powerhouse that empowers women through self-expression and style.
Lim’s ethos was shaped not by privilege, but by perseverance. Raised by a single mother who navigated a family bankruptcy while raising three children, she witnessed first-hand how mindset can shape reality. “Growing up wasn’t easy,” she shares, “but my mom taught me to stand tall with grace, to work hard, and to always give more than I take.” Her mother’s resilience became her blueprint: “She always told me the world may take away your job, your possessions, even your title—but never your mindset.”
Read more: National Pride: We fete the Singaporean icons fuelling our mighty nation’s SG60
Above Rachel Lim wears Tiffany & Co HardWear earrings, watch and ring in rose gold set with diamonds; Love Bonito jumper and skirt
Rachel Lim wears Tiffany & Co HardWear earrings, watch and ring in rose gold set with diamonds; Love Bonito jumper and skirt
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That belief—paired with an unshakable sense of purpose—has guided Lim through every stage of her journey. “Passion fuels, progress excites—but purpose sustains,” she says. That conviction transformed Love, Bonito from a modest blogshop into a platform that champions the modern Asian woman—not only in how she dresses, but in how she leads, lives, and shows up for herself.
“We’re not just making clothes—we’re reclaiming a narrative,” Lim explains. “For so long, Asian women were an afterthought in global fashion. Our body shapes, our climate, our stories—they weren’t considered. We’re here to change that.”
Don't miss: Love, Bonito’s Rachel Lim on motherhood and leading a fashion empire with intention
Under her leadership, Love, Bonito has grown into a holistic platform—one that not only reimagines fashion for Asian women but also invests in their wellbeing, confidence, and community. From thoughtfully designed collections to collaborations in wellness and healthcare, the brand is expanding beyond apparel to support women through every chapter of life. “Fashion is just one vehicle,” Lim says. “At the end of the day, we stand for women.”
Lim believes fashion is far more than aesthetics—it’s a form of identity, autonomy, and visibility. “Fashion is a mirror,” she says. “It reflects how we see ourselves and express ourselves. And it should reflect us—not an imported ideal.”
Singapore taught me to be bold, disciplined, and daring. We’re a small nation with big dreams—and that mindset runs deep in how I work
As a Singaporean entrepreneur, Lim credits her homeland for shaping her values. “Singapore taught me to be bold, disciplined, and daring. We’re a small nation with big dreams—and that mindset runs deep in how I work.” That ambition has driven Love, Bonito’s evolution from e-commerce startup to regional retail force, and now to a broader lifestyle brand.
Resilience, for Lim, also means reinvention. “It’s not just about pushing through,” she reflects. “It’s also about knowing when to pause, when to pivot, and when to let go. Reinvention isn’t weakness—it’s strength.” After 20 years building Love, Bonito, Lim continues to create space for introspection and personal evolution: “I’ve learned not to cling too tightly to titles or past identities just because they once served me.”
Above Love, Bonito's Rachel Lim is also the founder and podcast host of RachReflects and Who We Are
That clarity also informs her work with the next generation. “What excites me most is their courage,” she says. “They’re bold. Their values are lit. They’re not afraid to question the status quo.” She urges young women to choose authenticity over applause. “In a world obsessed with social metrics, I hope they’ll learn to trust their inner voice more than external validation.”
Looking ahead to Singapore’s future, Lim envisions a society that balances excellence with empathy. “Success shouldn’t only be measured in GDP,” she says. “It should be measured in how we care—for one another, for our planet, and for our inner lives.”
Lim is more than a fashion founder. She is a voice for purpose-led leadership, a mirror for a maturing culture, and a reminder that style means nothing without substance—and that sometimes, the most powerful revolutions begin with simply asking: what if this fit better?
Read more stories from our August issue and Tatler's SG60 coverage here.
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Credits
Jewellery: Tiffany & Co HardWear earrings, watch and ring in rose gold set with diamonds
Photography: Darren Gabriel Leow
Make-Up: Shaun Lee using Shu Uemura
Hair: Angel Gwee
Outfit: Love Bonito jumper and skirt
Styling: Adriel Chiun
Topics
Dana Koh is the Editor-in-Chief of Tatler Singapore, where she leads the award-winning title’s editorial strategy and multi-platform content execution across print, digital, branded storytelling and community-driven experiences. With over a decade in luxury and business media—including years at Vogue and Harper’s Bazaar—she specialises in human-centred narratives, engaging video productions and curated dialogues that explore innovation, transformational leadership, wellness and cultural capital. Her goal at Tatler? To feature, connect and catalyse the voices and visions shaping modern Asia—from legacy builders to thoughtful disruptors who fearlessly rewrite the codes of luxury, the roads to success, and meaning of impact.
