An Audacious Fashion Frontier

From leading through crises to expanding into the US market, Song's unstoppable drive fuels Love, Bonito's loftier ambitions.

- LYN CHAN

Big dreams and equally big ambitions — that’s what Dione Song has for Love, Bonito. “Why aren’t there many international brands coming out of South-east Asia? We could build something substantial and meaningful that could really play on the global stage. Let’s show the world we can do it.” Song, 35, sparked attention in the local women’s fashion scene when she became Love, Bonito’s first C-suite hire. The year was 2017. At the time, the popular fashion brand was already well-known and loved. The package was a feel-good narrative about three undergraduates making it big with a blogshop, and eventually building it into a successful online entity offering apparel staples at affordable prices. Since then, Song has moved from chief commercial officer to chief operating officer to chief executive officer.

GROWING AS A LEADER