In 1999 Natalia started her path in fashion by studying Archie Leggat’s fashion course at Midrand Campus, obtaining a certificate in fashion design. This equipped her with numerous skills such as; design, history of fashion, fashion buying, pattern making, sewing, marketing management and computer programs. During her studies, she worked in the retail fashion industry at the well known Diesel Style Lab where she indulged, amongst other things, in visual merchandising.
Her time at Diesel lead her to becoming involved in fashion styling, assisting for roughly 3 years she gained valuable experiences, lessons and great exposure. She then moved to London and again became involved in the retail industry working with high end luxury labels such as Prada, Hérmes, Louis Vuitton and Joseph. This gave her much insight into the international fashion market and which inevitably lead her to the doorsteps of Central St Martin’s where she studied a short course in fashion journalism.
On her return to South Africa in 2003, Glamour magazine was set to hit South African shores so Natalia decided to leave the freelancing world and join the Condé Nast family. She became fashion co-ordinator at the magazine and was responsible for conceptualising and sourcing for fashion shoots, fashion planning and forecasting, booking production teams, attending launches and media days, location scouting and dealing with advertising agencies and various retail fashion stores. During this time Natalia took a position as a lecturer at a finishing school, where she introduced young minds to fashion, the basics of wardrobe, figure analysis and advising them on jobs in the fashion industry.
After Glamour she moved on to R.E.D Marketing in 2006 where she was the Creative and Communications Director. Her duties included; sourcing and styling of campaign productions, selecting and booking the production team, organising various events and launches, trend forecasting for clients as well as managing editorial coverage and media exposure and liaising with clients regarding media exposure opportunities.
Natalia then felt the need to escape the big smoke and relocated to Cape Town to continue freelancing, this then led her to become a creative representative at Infidels as she felt this was the best way to familiarise herself with the Cape Town industry. Here she managed stylists, co-ordinated shoots and built a relationship with various Advertising Agencies, Production Companies and Magazines. In 2008 she left Infidels and opened up her own company – Style Assist which provides wardrobe analysis, personal shopping and styling for local and international clients.
As well as running Style Assist, Natalia is now a full time freelance Fashion stylist & Editor.