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.