Love, Bonito taps Maudy Ayunda to localise brand narrative in Indonesia

Southeast Asian womenswear brand Love, Bonito is stepping up its localisation strategy in Indonesia by appointing singer and actress Maudy Ayunda as its brand ambassador, signalling a sharper focus on cultural relevance and everyday utility in fashion.

The move reflects a broader push by the brand to align its design philosophy more closely with the lived realities of Asian women, while building deeper resonance in one of its key growth markets. Ayunda’s profile – spanning the creative industries and education advocacy – positions her as a modern, multidimensional figure, mirroring the brand’s core narrative around purposeful, self-directed women.

“From the very first meeting, I had a feeling this would be something meaningful,” Ayunda wrote on Instagram. “This story leans into the quieter moments no one really sees. The in-betweens. The versions of ourselves that are still figuring things out, still becoming.”

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At the centre of the collaboration is a four-part video series titled “Living life in between”, which moves beyond traditional product-led campaigns to focus on narrative-driven storytelling.

Each episode explores a different dimension of Ayunda’s daily life – from decision-making and creative expression to rest and personal relationships – framing fashion as a supporting element rather than the focal point.

By anchoring garments within real-life contexts, Love, Bonito reframes clothing as a functional layer within a dynamic routine – supporting transitions between roles, rather than defining them.

The partnership also introduces “Maudy’s Picks”, a curated edit reflecting her personal style – defined by classic silhouettes, understated elegance, and flexibility across occasions.

The collection leans into modular and multi-functional design: reversible tops, detachable elements, and layering pieces that adapt across formal and casual settings. This design direction underscores a wider industry shift towards versatility, particularly among urban consumers navigating increasingly fluid daily schedules.

Rather than positioning fashion as static or occasion-specific, the curation emphasises adaptability – aligning with the routines of women balancing professional, creative, and personal commitments.

Taken together, the ambassadorial partnership, content series, and curated collection point to a more integrated brand strategy – one that blends product, storytelling, and persona into a cohesive narrative.

For Love, Bonito, the collaboration is not merely about visibility, but about sharpening its positioning in Indonesia through relatability and cultural nuance. “This partnership celebrates women who move with confidence through support for every moment of real life,” the firm said.

“In a world that asks so much of her, getting dressed should feel effortless, comfortable, empowering, and supportive of who she exactly is.”

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