LinkedIn is partnering with fashion brand Love, Bonito to start a different kind of workplace conversation, one that centers the questions women often leave unspoken.
From navigating mentorship to communicating with confidence, the new regional campaign, titled “What we don’t ask: Career questions women should start asking”, aims to close the confidence gap that persists for many women in the workforce.
Matthew Friedman
This article explores how the campaign was built, what it hopes to change, and why it matters for B2B marketers and brand strategists working in gender equity, community building, and employer branding.
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Patrecia Meliana
What’s the campaign about?
Launched in late September and running through October, the campaign spans Singapore, Malaysia, Hong Kong, Indonesia, and the Philippines. It’s built around real career questions women hesitate to ask, answered by regional voices like:
- Dione Song, Love, Bonito CEO with Sumita Tandon, LinkedIn APAC HR director
Pascal Gerard D.
- Crystal Lim, one of Malaysia’s top 20 LinkedIn creators with Lee Yvonne, former Miss World Malaysia
– Mae Tailored Pinstripe Cross Over Top
– Leggy™️ Andy Tailored Pinstripe Super High Waist Straight Leg Pants
– RuchedReady®️ Rachel Blazer This outfit fits my flexible work style perfectly. As a solopreneur, I often work from day to night – so with this look, I can go from a professional day (with the blazer) to a casual dinner (without it). I love how the right outfit gives me energy and confidence to meet people, without worrying about how I look – so I can focus fully on my goals. Let’s support one another and start asking the career questions every woman deserves to explore. Join me in this episode! – What’s one tip you’d give to women trying to find their voice in the workplace? – How do you boost your confidence before an important meeting or presentation? Love, Bonito x LinkedIn
#LoveBonito #LoveBonitoMY #ReadyToLive #WorkBestie | 94 comments on LinkedIn
Crystal Lim
- Jacq Lim, Head of Operations and Strategy at Nas.io with Belle Rodolfo
But here’s what I learned: the room isn’t neutral. It carries history, language, and unconscious bias. So I stopped shrinking myself to fit in.
Instead, I spoke up and asked questions. Which is why I was so excited when Alita Utari Dewi, Anna Lumague and the rest of the Love, Bonito team gave this opportunity to be the voice I once needed. Thank you, LinkedIn and Love, Bonito, for creating space for these conversations through What We Don’t Ask: Career Questions Women Should Start Asking. In my episode, I share how preparation builds confidence, why delivery style shouldn’t matter more than impact, and what it means to speak up in a room full of men. And here’s the truth: speaking up is only part of it.
Preparation is what helps you stand tall once you’re in the room.
✔️ I came in knowing the numbers and the human story behind it. ✔️ I researched my audience, built narratives, and rehearsed until they landed with clarity. ✔️ And yes, I chose outfits that gave me presence. Not to impress, but to armor up. PS: For this episode, that armor was the newest Signatures #WorkBestie Collection from Love, Bonito (because comfort = confidence).
RuchedReady® Ellis Shoulder Padded Jacquard Tweed Boxy Jacket
Ada Satin V-neck Wrap Top, and Leggy™ Jules Tailored Crepe Palazzo Pants Preparation won’t always change the room.
But it will always change how you stand in it.
And sometimes, that’s enough to shift the entire conversation. ✨ If you’ve ever felt “not ready,” here’s my challenge: prepare anyway. What’s your go-to ritual before a high-stakes meeting or interview?
#LoveBonito #LoveBonitoPH #ReadyToLive #WorkBestie | 14 comments on LinkedIn
Anna Lumague
- Sylvia Yu Friedman, LinkedIn Top Voice in Hong Kong with Gianne Chan, Founder of Lexemedia
3. If you could ask anyone in the world to mentor you, who would that be? Let’s begin the dialogue. On a personal note, I’m wearing Love, Bonito’s Daya Satin High Cowl Neck Top, paired with the RuchedReady® Ling Collared Cinched Waist Top in white, and Emily Tailored Crepe Side Slit Column Midaxi Skirt – all fit my Asian frame perfectly and boost my confidence. I firmly believe in the power of dressing well to be ready to take on anything! #LoveBonito #ReadyToLive #WorkBestie #inspiration #lovebonitoHKG | 66 comments on LinkedIn
Sylvia Yu Friedman
Each episode tackles a different barrier women face at work, from mentorship and communication to confidence and AI.
The series is co-created by LinkedIn’s in-house communications team and Love, Bonito’s marketing team, merging data-led insights with authentic storytelling.
Why this collaboration matters
While LinkedIn has led purpose-driven campaigns before, this marks its first brand partnership in Asia. It’s a strategic move that taps into Love, Bonito’s existing network of female consumers across the region, allowing the platform to expand reach and relevance.
For LinkedIn, the goal is aligned with its broader mission of creating economic opportunity, specifically by addressing the gender leadership gap. The company argues that this gap won’t close without collective action from business, policy, and society. In this case, it’s using both tech and storytelling to spark change.
Love, Bonito CEO Dione Song adds a cultural lens: “Fashion and identity are closely linked. Our mission has always been to empower women to live with confidence, and that extends to how they thrive at work.”
By bridging career advice with lifestyle branding, the collaboration positions both companies as advocates for women navigating modern work culture with practical tips backed by credible voices.
What marketers should know
This campaign offers a few takeaways for marketers working on brand, community, and DEI-led initiatives:
1. Co-branded purpose campaigns are still effective if they’re locally grounded
Instead of a broad, global push, LinkedIn and Love, Bonito localized this effort to five Asian markets. That regional nuance builds credibility, especially when featuring homegrown talent and voices with strong local followings.
2. Confidence is a business issue, not just a personal one
By framing confidence as something women build, not something they lack, the campaign avoids tired tropes. It offers marketers a reframing: messaging around empowerment needs to show access, tools, and examples, not just inspiration.
3. AI and human judgment aren’t opposites, they’re complementary
Both Tandon and Song emphasized that AI plays a supporting role, but mentorship, community, and lived experience remain critical. For brands building campaigns around tech and inclusion, this positioning can help strike the right tone.
4. Storytelling from the inside out builds trust
The fact that the series was developed internally by both brands, rather than handed to an agency, sends a message about authenticity. It also shows how in-house teams can shape powerful narratives when given the right mandate.
For B2B marketers and PR teams looking to build meaningful partnerships, this campaign is a useful case study in execution. It’s not just about ticking the DEI box. It’s about connecting tools, platforms, and lived experiences in a way that feels both human and strategic.
As platforms like LinkedIn continue to lean into purpose-driven storytelling, expect to see more brands following suit. The challenge is making sure those stories go beyond surface-level slogans and actually move the needle for the communities they serve.
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