Josie Natori declared, with a hint of pride, that women who buy her clothes, lingerie and accessories don’t need them. It’s the indulgence in luxurious things that matters.

“I believe in being glamorous 24/7. I also believe in being comfortable 24/7. What I don’t believe in is sacrificing comfort for glamour,” she explained.

“I don’t think it is a sin to indulge yourself. When you buy a Natori, it’s not because you need it. It’s because you want it,” the designer asserted.

Natori recently unveiled her Fall/Winter 2017 collection in Rustan’s Makati. Caftans and robes are done in opulent reds. There are also her signature pajamas in emeralds and blacks. Tiger prints, tie-dyes and florals are also present. Silks and velvets provide the romance.

The season’s offerings are more special because Natori celebrates 40 years of her art which she described as “the necessity of indulgence.” It is heavily punctuated by an East-West vibe, inspired by her travels, hobbies and personal history.

Natori, scion of the esteemed Cruz clan in the construction business, told Lifestyle that she finds fulfillment in seeing Filipino women display a bolder and more intelligent way of dressing.

Caftans donned with a mix of style and nonchalance have become more mainstream. Inner wear, one of Natori’s strengths, is now widely accepted—provided it is worn in good taste.

“A woman decides what she wants to wear. And it is nice to see Filipino women who can ask, ‘Why not?’ They look empowered when they celebrate in caftans at parties. The Natori sensibility will always be understated,” she noted.

 

Instant gratification

The designer believes wearing one of her creations answers the call of instant gratification. Women now work hard, make critical decisions and are relied upon to run the show.

“The women now are so multifaceted and play so many roles. I know what it’s like,” she said. “I want something that works for me and gives me joy. To be able to create things that enhance a woman’s life is a real treat. Doing this for a woman who wants to express herself, works hard and gives herself a reward.”

Natori responds through luxury that lies in the craftsmanship. Designs made by her New York-based creative team are painstakingly translated in her shop in Manila.

“Everything starts with a blank piece of paper,” Natori said. “We get inspirations from our archives, travels. From drawing to fabric, everything is original—the prints, the embroidery. We take care of every detail, that is how we bring art to life.”

The designer added that she encourages women to “be generous with themselves, if they expect life to be abundant.”

Natori is exclusively available at Rustan’s Makati and Rustan’s Shangri-La Plaza.