INSIDE

It also represents the dichotomous yin – growing up a good Catholic schoolgirl – to the yang of becoming a fashion leader in the creation of sexy underwear.

She is well aware of the irony.

“I’m a prude,” Josie says. “I was educated by nuns all my life – get it? So the idea that I would even think (of lingerie and sex)” – she pauses here – “never.”

Josie joined the fashion community as a lingerie designer who, for the longest time, “could not even use the word ‘sexy’ because I thought it was dirty. It was considered a cultural no-no to say ‘sexy.’ So now I’m realizing, it’s not dirty, it’s being feminine.”

As far as designing her sexy, soft, inviting lingerie with men in mind, she says, “I never think about the man.

“To me, the most important thing is to feel good about yourself. Because if you feel good about yourself, then you’re good to others. It has to start within.”

The Filipino influence is embedded in the Natori aesthetic – fine, embroidered details and luxurious, feminine materials.

She has expanded her brand to include swimwear, prêt-à-porter, fragrances, home design and an intimate new collaboration with Target.

Josie travels around the globe, but particularly to the Middle and Far East to draw inspiration for her designs. And she’s a regular visitor to the Philippines, where The Natori Co. started a factory for her lingerie and loungewear 33 years ago.

“The Philippines is a very important part of my life,” says Josie, who counts the Order of Lakandula, presented by the Filipino government, as her greatest honor. “I like the idea now of being able to give back, so it’s not just having jobs. At the same time, I’ve been very involved with the design community there and in trying to help in the government. I have this desire to help and expose really the talents of a lot of Filipino artists that are not just in fashion, but in visual arts.

“The creativity of the Filipino is our biggest asset.” 

From the inside out

In 1977, Josie took an embroidered blouse from the Philippines and transformed it into a nightgown that was an instant hit with major retailers, including Saks Fifth Avenue, Bloomingdale’s, the former Bonwit Teller and Neiman Marcus.