Fragrance house

Josie Natori

Founded in 1977 in Josie Cruz Natori’s living room, Natori emerged after its founder moved from investment banking into fashion. An embroidered blouse from the Philippines prompted a Bloomingdale’s buyer to suggest turning it into a nightshirt; department-store buyers then placed the work in lingerie departments, helping establish Natori’s innerwear-as-outerwear direction. Its creative identity combines an East-West aesthetic with embroidery, prints, and the integration of art into women’s clothing and home life, while retaining comfort. By its 45th anniversary, the brand described its scope as dressing women from head to toe and inside out, extending from underwear and clothing into the home. Natori remains independent and fully family-owned. Its fragrance history reaches back to boutique offerings in the early 1980s, followed by later department-store and Avon collaborations; a 2009 Natori Eau de Parfum was presented as a modern evolution of an earlier in-house fragrance.