For the last 35 years since Filipino designer Josie Cruz Natori founded the lingerie company that bears her name, she’s been reaching for natori, which also the Japanese word for “highest form of art.”

In the more than three decades that she has been in the business, “Natori” has not just been her brand name but also her work ethic, a way by which she approaches everything she does. Whether it’s designing the many collections of The Natori Company or perfecting her skills as a concert pianist, Natori approaches it as if it were a work of art. “Natori is my husband’s name, but it’s very much my philosophy,” says the CEO and founder of the company. “I’m always trying to find the perfect note.”

The Natori Company has grown into a lifestyle brand that has come to include lingerie collections (Josie Natori, Natori, Josie and N Natori), the Josie Natori ready-to-wear collection, home, fragrance, eyewear and swim. In celebration of the brand’s 35^th year anniversary this fall, Natori is presenting a fashion fairytale, entitled Josie and the Dragon.  The illustrated book recounts her journey from starting Natori in her living room to establishing it as the global brand it is today.  Josie and the Dragon is written by Jeffrey Podolsky and features one-of-a-kind artwork by Andrea Byrne.

Natori is also celebrating the company’s 35^th anniversary by dedicating the Spring 2013 collections to her native Philippines. From lingerie to ready-to-wear to home, her collections are inspired by the beautiful landscapes and rich culture and traditions of the Philippines.

In the market, Natori has continued to define its presence in ready-to-wear with the continued success of its shop-in-shop on Saks Fifth Avenue’s newly remodeled fourth floor in New York.  The Fall 2011 launches of swim and home accents collections further establish Natori as a true lifestyle brand.