Not everything about the Japanese culture gets lost in translation. Consider, for instance, natori, the Japanese word for “highest form of art.”  In the 30 years since Josie Cruz Natori founded the lingerie company that bears her name, she has been reaching for natori. She approaches every-thing she does–-whether it’s designing the many collections of The Natori Company or perfecting her skills as a concert pianist–-as if it were a work of art. “Natori is my husband’s name, but it’s very much my philosophy,” says the CEO and founder of the company. “I’m always trying to find the perfect note.”

Josie Cruz Natori, originally from the Philippines, founded the Natori Company in 1977 and has since erased the boundary between innerwear and outerwear, bringing elegant, sensuous linge-rie into the light of day.  Armed with an innate understanding of what exactly women want, she started to build her empire and moved her operations from her living room to an 11,000-square-foot loft in New York’s 34th Street.  Natori soon became known for vibrant colors, bold patterns and designs so sophisticated they begged to be worn beyond the bedroom.  

Natori’s signature detailing, embroidery, and appliqué work—all very Filipino--remain integral to Natori’s designs, translating into a collection that now includes three distinctive lines of linge-rie—Natori Black Label, Natori White Label and Josie.  The two Natori brands represent the ulti-mate in luxury, quality and design innovation--easily recognizable in the exceptionally designed silhouettes and the use of the most exquisite fabrics, signature prints and embellishments.   The Josie Collection, on the other hand, is a versatile, contemporary line with a hip, young point of view that addresses the way women dress today.