The House of Natori, established in 1977 by Josie Natori, has evolved from a personal venture into a globally recognized designer brand. Josie Natori, a Filipino-American fashion designer, transitioned from a distinguished career as the first female Vice President of Investment Banking at Merrill Lynch to entrepreneurship, initially inspired by a suggestion to transform peasant blouses into nightshirts.1 Her overarching vision, encapsulated in the statement, “Natori is a total concept, a way of life,” is deeply rooted in an “East meets West” aesthetic, which perceives art as a daily luxury that enriches life.1 This foundational philosophy permeates every creation, aiming for each piece to be a “personal treasure” that harmonizes diverse cultural influences and empowers the wearer.1
Natori bras distinctly embody this core philosophy, extending the brand’s commitment to luxury, comfort, and sophisticated design into intimate apparel. They are presented as a meticulous blend of form, function, and aesthetic appeal, meticulously engineered to provide unparalleled comfort and support without compromising on elegance.5 The brand’s journey from Wall Street to the forefront of luxury lingerie highlights a strategic approach to market entry and product development. Josie Natori’s financial background provided a unique analytical framework, enabling her to identify a significant void in the 1977 lingerie market, which she described as lacking style—being either “Victorian or vulgar”.2 This astute observation, coupled with her creative drive, positioned Natori as a transformative force, rapidly achieving substantial orders, such as $350,000 from Saks Fifth Avenue within three weeks.2 This initial success laid the groundwork for the brand’s enduring presence and its reputation as an innovator in intimate apparel.
The Natori Legacy: A Foundation of Innovation and Style
Origins and Evolution of The Natori Company
The Natori Company was founded in New York in 1977, beginning its journey with lingerie before expanding into a comprehensive lifestyle brand. Its product offerings now span ready-to-wear, sleepwear, legwear, fine jewelry, home textiles, and even perfume.1 The enterprise proudly remains a family business, with Josie’s son, Ken Natori, assuming the role of President in 2007.1 This sustained longevity, spanning over four decades, coupled with its family-owned structure, is consistently highlighted as a key differentiator for the brand.9 This continuity not only speaks to the brand’s stability but also to a consistent adherence to its founding principles and quality standards over time.
Josie Natori’s Vision: “East Meets West” Aesthetic and Art as Luxury
Josie Natori’s design philosophy is deeply personal and intricately woven with her Filipino heritage and American journey. She consistently emphasizes an “East-West mix” in both culture and design, articulating her belief that “art is a gift to enrich one’s life, a luxury to experience and enjoy every day”.1 This artistic conviction translates into creations intended to be “personal treasures,” characterized by a “sensual palette of color and texture”.1 Her formative years, including performing solo with the Manila Philharmonic Orchestra at the age of nine and acquiring business acumen from her grandmother’s diverse ventures, profoundly shaped her artistic sensibilities and entrepreneurial spirit.14 This unique blend of artistic passion and business pragmatism underpins the brand’s distinctive identity.
Manufacturing and Global Presence
A pivotal aspect of Natori’s operational model is its comprehensive in-house control over design, production, sales, and distribution.1 The majority of its collections are manufactured at the company’s own factory in the Philippines, Josie Natori’s birthplace.1 This direct oversight of manufacturing operations is explicitly cited as the primary factor enabling Natori to maintain its status as a “true-design driven company”.1 This vertical integration provides a high degree of control over product quality, production processes, and the agility to translate design concepts into finished products swiftly, thereby distinguishing Natori from brands that rely solely on third-party manufacturing. This direct control serves as a core competitive advantage, preserving the brand’s luxury positioning and design integrity.
The brand’s commitment to its manufacturing base in the Philippines also reflects a profound resilience. In 1983, the assassination of Filipino opposition leader Benigno Aquino severely disrupted Natori’s supply routes, a crisis that nearly led to the business’s collapse, averted only by the steadfast support of Josie’s family.2 The brand’s survival and continued reliance on its Philippine factory, where approximately 70 percent of its products are still made 2, underscore a deep-seated commitment to its operational model and heritage. This demonstrates that while vertical integration offers unparalleled control and quality assurance, it also exposes the brand to specific geopolitical risks. However, Natori’s ability to overcome such a significant supply chain disruption and persist with its original model highlights a robust internal capacity for adaptation and endurance. This narrative of resilience further reinforces the brand’s long-term stability and commitment to its origins, a powerful message for a luxury brand.
Natori products are widely available in leading upscale retailers worldwide, including prominent names such as Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bloomingdale’s, and Dillard’s, and are distributed in at least fifteen countries internationally.1 The brand also maintains a standalone boutique in Manhattan, having previously operated one in Paris for twelve years.2 This extensive global retail presence underscores its established luxury market standing.
Natori Bra Collections: A Symphony of Form and Function
Comprehensive Overview of Bra Types
Natori offers a comprehensive and diverse array of bra types, meticulously designed to cater to a wide range of preferences and needs, with a consistent emphasis on comfort, support, and versatility.1 This extensive selection includes:
Underwire Bras: Featuring structured cups with wire support, available in various coverage levels such as plunge, contour, and full-coverage. Natori.com lists 42 distinct types.5
Full-Coverage Bras: Designed to fully encapsulate the breast, often incorporating thick bands and contoured cups. There are 17 types listed, providing maximum support and containment.5
T-Shirt Bras: Characterized by smooth, seamless, and lightly padded cups, with 11 types available.5
Convertible Bras: Offering versatile strap configurations, with 13 types that can adapt to various necklines.5
Unlined Bras: Cups without padding or foam, often made of lace or sheer fabric, with 7 types.5
Sports Bras: Engineered for physical activity, providing compression and strong support, with 5 types.5
Bralettes: Soft, often wire-free, and less structured, focusing on comfort and style, with 4 types.5
Maternity Bras: Specifically designed to accommodate changes in breast size during pregnancy and nursing, with 4 types.5
Strapless Bras: Designed to be worn without shoulder straps, featuring strong bands and often silicone grippers, with 4 types.5
Push-Up Bras: Incorporating extra padding or angled cups to lift and enhance cleavage, with 3 types.5
Wireless Bras: Lacking underwire, relying on fabric construction and band for support.1
Cut & Sewn Bras: Offering tailored support through seamed cup construction.16
Racerback Bras: Designed with straps that converge between the shoulder blades for enhanced support and concealment under specific necklines.16
Nursing Bras: Providing easy access for breastfeeding.16
Bandeaus: Simple, strapless bands of fabric offering minimal support.16
The brand offers an expansive size range, including band sizes from 30 to 44 and cup sizes from A to I.5 Specific collections, such as Feathers, are designed to accommodate a broad spectrum, fitting cup sizes from A to G.17 This extensive product matrix reflects a deliberate strategy to capture market share across diverse functional requirements—ranging from everyday wear and athletic activity to special occasions and maternity—and a variety of aesthetic preferences, including seamless, lace, plunge, and full coverage designs.1 The particular emphasis on “full-figure” options and extended sizing, reaching up to 42H 6, further demonstrates a commitment to inclusivity, thereby broadening their target demographic within the luxury segment.
Detailed Examination of Signature Collections
Natori’s portfolio includes several signature collections, each distinguished by unique design principles and material compositions, catering to specific consumer desires for comfort, fit, and aesthetic appeal.
The Feathers Collection: Introduced in 2009, the Feathers Bra has become an iconic best-seller, celebrated for its distinctive plunging neckline, signature Italian lace trim, and molded mesh.9 Its reputation stems from its “featherlight contour pads” that provide a natural lift and flattering shape, along with its ability to remain virtually invisible under clothing.9 This collection has expanded to embrace a wider range of body types, fitting cup sizes from A to G, and has garnered over 5,000 reviews, solidifying its status as a long-standing customer favorite.17 The sustained popularity and expansion of a core product like Feathers, coupled with its high review counts, indicate successful iterative development and a robust feedback loop with consumers. Notably, Natori is progressively integrating recycled content into the Feathers bra, with some colors featuring up to 35% recycled lace and others up to 50% recycled materials.9 This strategic decision to infuse sustainable materials into a flagship product demonstrates a proactive response to evolving consumer values, such as environmental consciousness, and to advancements in textile technology. This adaptation ensures the continued relevance and appeal of its most successful lines, reinforcing the brand’s leadership in the luxury market.
The Bliss Perfection Collection: Positioned as the “perfect everyday t shirt bra,” the Bliss Perfection Contour Underwire Bra is designed to deliver a luxurious look and feel, mirroring the brand’s best-selling Bliss Perfection underwear.10 Key attributes include fully adjustable matte straps, plush lace trim integrated with 360-degree jersey fabric for all-day comfort, and stretch pads featuring a brushed liner for exceptional softness.10 This collection has achieved significant market recognition, noted as the “#1 Average Figure Designer Bra in the U.S.” by The NPD Group.10
The Pure Luxe Collection: This collection expands Natori’s best-selling Pure Luxe line with a luxurious seamless underwire design.11 It features “silky smooth fabric” that creates a sleek, seamless appearance without the need for darts or seams. The construction includes 2-ply seamless cups with hidden power mesh, providing both lift and shaping.11 The design is enhanced with signature gold Natori crests and pure luxe lace, while smoothing 2-ply backs and adjustable logo elastic straps ensure comfort and a refined finish.11
The Statement Collection: Designed as an everyday T-shirt bra, the Statement Contour Underwire Bra showcases a “dramatic sweetheart neckline” engineered to provide a natural swell without excessive padding.12 It incorporates supportive underwire cups, unlined four-piece lace cups for lift and containment, and rigid tulle lining in the bottom cups for additional support. Side slings are integrated to create a slimming effect.12 Wide stretch fabric backs ensure full coverage and tag-free comfort, complemented by semi-rigid, adjustable cushioned straps.12
Table: Natori Bra Collections: Key Features & Materials
Collection Name
Key Features
Primary Materials (Examples)
Defining Characteristic
Feathers
Plunging neckline, Italian lace trim, molded mesh, featherlight contour pads, seamless under clothing, adjustable straps, recycled content.
Full-figure support, slimming effect, dramatic aesthetic, comfort for larger sizes.
The Fabric of Luxury: Materials and Their Benefits
Commonly Employed Materials in Natori Bras
Natori bras are meticulously crafted using a sophisticated blend of high-quality synthetic and natural fibers. These materials are often combined strategically to optimize comfort, fit, support, and aesthetic appeal.5 The primary materials utilized include:
Nylon: As a synthetic polymer, nylon is frequently blended with spandex or elastane, and is highly valued for its lightweight yet durable properties. It provides essential structure, effectively wicks moisture away from the skin, dries quickly, resists snagging, and maintains its shape over extended periods. It imparts a smooth, luxurious feel against the skin and is instrumental in achieving seamless silhouettes.9
Spandex/Elastane/Lycra®: This material is crucial for elasticity and recovery, playing a vital role in maintaining a bra’s shape and ensuring a perfect, flexible fit that moves harmoniously with the body.9 Its inclusion prevents sagging and ensures garments retain their intended form after repeated wear and washing.31
Polyester: Often incorporated into fabric blends, polyester significantly contributes to the overall durability, shape retention, and rapid drying capabilities of the garments.10 It is particularly effective for creating molded cups and achieving seamless designs.33
Modal (TENCEL™ Modal): A semi-synthetic fiber derived from sustainably managed beech trees, Modal is renowned for its ultra-soft, silky texture, exceptional breathability, and superior moisture-wicking properties, being 50% more absorbent than cotton. It exhibits strong resistance to shrinkage, pilling, and fading, and maintains its shape and color remarkably well, making it an ideal choice for comfortable, long-lasting intimate apparel.35 TENCEL™ Modal is also specifically highlighted for its eco-friendly production processes and biodegradability.35
Cotton: While less frequently used in highly structured bras due to its tendency to stretch out and retain moisture, Natori does employ 100% mercerized cotton jersey for its lightweight, breathable, and incredibly soft attributes, particularly in collections like “Bliss Cotton” and “Onsen”.1 Organic cotton is also mentioned for its reduced environmental impact.35
Lace: An integral component of Natori’s distinctive aesthetic, various types of lace are utilized. These include signature Italian lace trim, prominently featured in the Feathers collection, and floral lace crafted with innovative LYCRA® ADAPTIV yarns, as seen in the Love Lace collection.6 Lace contributes significantly to both the luxurious feel and intricate design, offering a harmonious balance of softness, stretch, and a flattering, adaptive fit.6
Contribution to Quality and Feel
The deliberate and strategic blending of these materials ensures that Natori bras consistently deliver on their promise of luxury, comfort, and performance. Nylon and spandex provide the essential stretch, support, and shape retention critical for the structural integrity and longevity of bras.28 Polyester enhances durability and contributes to the quick-drying properties, which are beneficial for everyday wear and maintenance.29 Modal offers a silky, breathable, and highly moisture-wicking experience, making it particularly advantageous for sensitive skin and ensuring comfort throughout the day.37 Lace, beyond its aesthetic sophistication, contributes to both comfort and an adaptive fit through the integration of advanced yarn technologies.6 The careful selection and combination of these materials represent a direct application of textile science, designed to achieve the specific performance and tactile qualities that are paramount in the intimate apparel market. The OEKO-TEX® certification, applied to several Natori bras, further underscores a commitment to material quality and safety, elevating the perception of luxury beyond mere aesthetics to encompass health and well-being.9
Commitment to Quality and Ethical Production
Natori consistently emphasizes its dedication to using “quality fabrics, that last”.35 The brand’s commitment to sustainability is evident in its active exploration and incorporation of recycled materials 8, as well as its use of eco-friendly fibers such as TENCEL™ Modal, LENZING™ ECOVERO™ VISCOSE, and organic cotton. These materials are derived from sustainable sources and produced through processes that minimize environmental impact.35 The increasing integration of recycled content and sustainable fibers into their bra collections, particularly into a best-seller like Feathers, is a strategic move that goes beyond mere compliance. It reflects a deep understanding of evolving consumer values and the growing demand for ethical and environmentally conscious fashion. By aligning its material choices with principles of sustainability, Natori not only mitigates its environmental footprint but also significantly enhances its brand image, appealing to a segment of luxury consumers who prioritize responsible consumption. This proactive approach ensures future market relevance and strengthens brand loyalty. Furthermore, the OEKO-TEX® Standard 100 certification for several Natori bras, including the Feathers Plunge T-Shirt Bra and Bliss Perfection Contour Underwire Bra, provides assurance that these products are free from harmful chemicals, reinforcing the brand’s dedication to both quality and consumer well-being.9
Natori in the Market: Positioning and Perception
Target Demographic and Market Positioning
Natori positions itself as a luxury lingerie brand, specifically targeting discerning consumers who seek high-end, sophisticated intimate apparel.15 The brand’s strategic presence in upscale department stores such as Neiman Marcus, Nordstrom, Saks Fifth Avenue, Bloomingdale’s, and Dillard’s consistently reinforces its premium market standing.1 This distribution strategy aligns with its luxury branding, ensuring that its products are available in retail environments frequented by its target demographic.
Brand Messaging and Consumer Connection
Natori’s marketing campaigns consistently articulate core values such as body positivity, strength, confidence, and empowerment for women.42 The brand fosters deep engagement with consumers through “emotive storytelling,” frequently featuring influencers who share personal experiences related to body image and self-confidence.42 This approach moves beyond simple product promotion, connecting the garment to feelings of empowerment and self-acceptance, thereby cultivating a deeper bond with the consumer. In a product category as intimate as bras, this emotional branding transforms Natori from a luxury product provider into a lifestyle enabler, fostering stronger loyalty and differentiation in a competitive landscape that includes brands like ThirdLove and SKIMS.43
Furthermore, Natori leverages innovative live video strategies, with founder Josie Natori and President Ken Natori personally hosting livestreams. This direct interaction aims to educate consumers about their offerings and establish a “human connection,” which has yielded remarkable results: significantly higher conversion rates (an average of 141% higher) and increased average order values (a 15% increase) from these livestreams.15 This strategy is a deliberate and effective differentiator in an increasingly crowded luxury market. It goes beyond standard marketing by creating an authentic connection that addresses the inherent hesitation consumers often experience with “big-ticket purchases online.” The quantitative success of these livestreams provides direct evidence of how transparency and direct interaction with the brand’s custodians can effectively build trust and drive sales, converting digital skepticism into confidence. This represents a sophisticated adaptation of the luxury retail experience to the digital realm.
Customer Satisfaction and Feedback
Customer reviews consistently highlight high levels of satisfaction with Natori bras, frequently commending their excellent comfort, precise fit, and notable durability.10 The overall brand rating stands at an impressive 4.8 out of 5 stars, based on over 10,510 reviews.44 Specific collections, such as Feathers, receive particular acclaim, with one reviewer describing it as “the unicorn of undergarments” for its secure yet flattering fit.18 The Bliss Perfection bra is frequently praised for its comfort and seamless appearance, often referred to as a “go-to bra” for everyday wear.10 The Statement bra is recognized for providing exceptional comfort and support, particularly for fuller figures.19 Reviewers commonly commend the brand’s consistent sizing and the longevity of its products, indicating a sustained commitment to quality and customer satisfaction.19
Table: Natori Bra Types: Characteristics & Benefits
Bra Type
Characteristics
Benefits to the Wearer
Underwire Bras
Structured cups with wire support; various coverage levels (plunge, contour, full-coverage).
Provides lift, shaping, and strong support; defines silhouette; suitable for various necklines.
Full-Coverage Bras
Cups designed to fully encapsulate the breast; often with thick bands and contoured cups.
Offers maximum support, containment, and modesty; reduces spillage; ideal for larger busts.
T-Shirt Bras
Smooth, seamless, and lightly padded cups.
Invisible under clothing; creates a natural, rounded shape; comfortable for everyday wear.
Sports Bras
Designed for physical activity; offer compression and strong support.
Minimizes breast movement during exercise; wicks moisture; prevents chafing; ensures comfort during high-impact activities.
Bralettes
Soft, often wire-free, and less structured; focus on comfort and style.
Provides light support and comfort; versatile for lounging or layering; embraces minimalism.
Maternity Bras
Designed to accommodate changes in breast size; often wireless and soft.
Offers gentle support and comfort during pregnancy and nursing; adapts to fluctuating breast volume.
Strapless Bras
Designed to be worn without shoulder straps; often feature silicone grippers or strong bands.
Provides support and shaping for off-the-shoulder or strapless garments; versatile for formal wear.
Push-Up Bras
Features extra padding or angled cups to lift and enhance cleavage.
Creates a fuller, more defined bust line; enhances aesthetic appeal for certain outfits.
Unlined Bras
Cups without padding or foam; often made of lace or sheer fabric.
Offers a natural shape and feel; lightweight and breathable; emphasizes intricate design.
Wireless Bras
Lacks underwire; relies on fabric construction and band for support.
Maximizes comfort; ideal for lounging or sensitive skin; provides gentle, unrestricted support.
Convertible Bras
Straps can be reconfigured (e.g., traditional, racerback, halter, strapless).
Offers versatility to adapt to various necklines and outfits; maximizes wardrobe utility.
