This week Underlines has the pleasure to interview the very talented designer and entrepreneur, Josie Natori. Natori is a woman of many talents – a superb concert pianist, experienced in investment banking and building a brand from the ground up combining the visual appeal and aesthetics of both East and West. A brand that now encompasses intimate apparel and loungewear, swimwear and athleisure, bridalwear, shoes, men’s loungewear, accessories and fine jewellery. Needless to say that Josie Natori is a workaholic even now she is in her 70’s, driven by the ambition to keep Natori relevant for future generations and aided by her son Kenneth.
Your previous life?
I spent 9 years in Wall Street in investment banking… and was the first woman Vice President in investment banking.
How did the Natori brand start and when did you start working on it?
I always knew I would have my own business, having come from an entrepreneurial family. The idea of the Natori brand was an accident, as I started simply with the concept of having a business with products made in the Philippines. Started working on it when I started to get bored in Wall Street.
When did you introduce intimates under your fashion label?
Natori was born in 1977 with a collection of innerwear-outerwear sleep/lounge items. Lingerie intimates did not start until the early 90’s.
Where do you look for design inspiration?
Natori is so rooted on an east-west sensibility in all products that enhances a woman’s life. Inspiration comes first from understanding a woman’s life, as I am one… and second from a vast collection of textile archives collected over 50 years.
What are the keynotes of your collections?
Craftsmanship and artisanship are codes of Natori.
What do you read and whom do you follow in social media to keep ahead of trends?
I do love fashion, so I keep abreast of trends by voraciously reading news, magazines, Instagram …
Describe the person who wears your intimate apparel designs: what is their style?
The person who wears Natori is a confident woman who likes to look good and feel good 24/7. She does not give up comfort for beauty but appreciates glamour in her daily life.
Natorious demi contour underwired bra
The ever fresh Bliss Allure collection in contour underwired bra
Heavenly convertible plunge underwired bra
A Typical Week…in your life
I am a workaholic … I travel a lot… a typical day in New York is 8 to 8 attending work, business and design meetings plus dealing with my philanthropic work on 4 boards.
Your proudest moment to date?
My proudest moment was performing in Carnegie Hall for my 50th birthday and 25th wedding anniversary and 20th anniversary of Natori. Piano concerto with the Orchestra of St. Luke’s.
Your next big challenge?
Next big challenge is transforming Natori, now in its 46th year, to be relevant to the next generation. My son Kenneth is spearheading that strategy!
Your worst move so far?
I don’t believe in regrets. The worst move is also a learning curve.
Flora contour underwired bra and girl brief
Statement full figure underwired bra and tanga
Cherry Blossom convertible contour underwired bra
What ambitions do you still have the Natori brand?
I have ambitions for Natori to live and thrive beyond me, to be a truly global lifestyle brand!
What about time out?
Time out for me is sleeping and having a massage!
For more information on the Natori intimates brand contact Denise Shepherd on 07391 505919
