Âme Stories

Natalie Joos: Fashion Royalty

Share Natalie Joos wearing Ame double finger ring

Style icon, a somewhat overused expression these days, only really applies to a few. Writer, photographer and casting agent, meet Âme style icon, Natalie Joos. With a degree in Political and Social Sciences and a major in Journalism, Joos worked her way up from studio assistant with Craig McDean (a world-renowned photographer, who’s shot advertising campaigns for Balenciaga, Gucci and Chloe to name but a few), to creating her own casting company.

Let’s begin at the beginning and growing up with the ‘Antwerp Six’, a group of visionary designers that includes Dries Van Noten. From a young age, avant-garde design shaped not only her point of view, but her wardrobe, too. A fan of collecting one-off vintage finds, her first vintage purchase was a pair of black leather Mary Jane platforms and her first piece of jewellery was ‘a five-cent ring from a gumball machine’. In a world of interchangeable Instagram feeds, thrifty finds and one-off piece gives Joos the fashion edge, making her stand out from the crowd.

Natalie Joos showing off Ame Jewelry pieces in complete look

‘Natalie launched her blog, Tales of Endearment, which she describes as ‘stories about love, friends, vintage, music and life’

Closeup of diamond rings and earrings from Ame Jewelry

Gradually making the switch from casting to styling and freelance consulting, Natalie now contributes to magazines and has directed shoots at Chloe, Loewe, Max Mara and Diane Von Furstenberg. In early 2016, Natalie relocated to Los Angeles where she began working on her first book and vintage-inspired knitwear line. Before all of that, back in 2010, which, let’s face it, was pretty ahead of the digital curve, Natalie launched her blog, Tales of Endearment, which she describes as ‘stories about love, friends, vintage, music and life’. The book of the blog, ‘Tales of Endearment: Modern Vintage Lovers and their Extraordinary Wardrobes’ was published in November 2017. Working with a roster of clients – Hugo Boss, Helmut Lang, Phillip Lim, Rocawear, and photographers such as Mario Sorrenti, Paola Kudacki and Sebastian Faena, proves Natalie Joos is a global name in the fashion world, but it doesn’t end there. The polymath is currently working on a TV script, in addition to which, last year, her JoosTricot knitwear line launched across the globe – and she still has many more plans in the pipeline.

‘When I think of soul I think of awareness. It’s knowing who you are, and how you can be the best version of yourself’.

Natalie Joos pairing Ame double finger ring and bar necklace with outfit

Gradually making the switch from casting to styling and freelance consulting, Natalie now contributes to magazines and has directed shoots at Chloe, Loewe, Max Mara and Diane Von Furstenberg. In early 2016, Natalie relocated to Los Angeles where she began working on her first book and vintage-inspired knitwear line. Before all of that, back in 2010, which, let’s face it, was pretty ahead of the digital curve, Natalie launched her blog, Tales of Endearment, which she describes as ‘stories about love, friends, vintage, music and life’. The book of the blog, ‘Tales of Endearment: Modern Vintage Lovers and their Extraordinary Wardrobes’ was published in November 2017. Working with a roster of clients – Hugo Boss, Helmut Lang, Phillip Lim, Rocawear, and photographers such as Mario Sorrenti, Paola Kudacki and Sebastian Faena, proves Natalie Joos is a global name in the fashion world, but it doesn’t end there. The polymath is currently working on a TV script, in addition to which, last year, her JoosTricot knitwear line launched across the globe – and she still has many more plans in the pipeline.

Wearing an antique engagement ring and hoops on a daily basis, in her wardrobe you’ll find vintage dresses, but it’s not the latest Gucci handbag you’ll find on Natalie’s new-season shopping list. ‘I’m looking for mostly interior decorating stuff, like a couch, a rug’, she says, midst upgrading her apartment. On her bedside table you’ll find books such as The Brain That Changes Itself by Dr Doidge and One Hundred Years of Solitude by Gabriel Garcia Marquez’. Currently reading Sapiens by Yuval Noah Harari, Joos is cerebral, challenging herself not just creatively but intellectually. This balance of smart and stylish comes across in the clothes she wears, the shoots she styles – and the way she wears Âme jewelry. ‘When I think of soul I think of awareness. It’s knowing who you are, and how you can be the best version of yourself’. We couldn’t agree more.