Today we’d like to introduce you to Natalie Soto.
Hi Natalie, we’d love for you to start by introducing yourself.
I knew I wanted to work in fashion from the time I was 12 years old. It’s funny—looking back, I don’t think my family realized how many career paths existed within the fashion industry. So when I would spend hours in my room sketching in Fashion Angels sketchbooks, they didn’t think too much of it. I remember telling my dad I wanted to study design. At the time, I was on the golf team and struggling with traditional academic subjects. I thought the only real career options were doctors and lawyers. But after doing some research, I discovered Parsons.
When I told my parents about it, my dad responded, “What’s a Parsons?” That led us to dig deeper and eventually find Parsons’ pre-college programs. Every summer, my mom and I would travel to New York so I could study different areas of design—photography, illustration, styling, construction, and more. By the time I got to high school, I was granted half-days to study online with my design instructors daily. I also had the opportunity to attend the pre-college program at Central Saint Martins in London, which really pushed me to explore my creativity in the most avant-garde way possible.
Another major influence in shaping my creative perspective was travel. My parents loved to explore the world, and they took my brother and me along with them. From France, Italy, Spain, and London to other global fashion capitals, I had the opportunity to experience different cultures and creative traditions firsthand. Those travels deeply impacted how I view art, design, and storytelling.
Fast forward to my senior year of high school—I got accepted to my dream school and moved to New York. Four years later, I graduated with a BFA in Fashion Design and Textiles. I spent a few years working in the industry, interning and designing for other brands. But eventually, I started to feel drained. I couldn’t remember what it felt like to have a creative voice of my own. I’ve always used design as a way to tell stories and process my experiences, and that becomes difficult when you’re constantly being told how to think creatively for someone else.
That said, I’m incredibly grateful for the mentors and role models I met during that time. I carry the lessons they taught me into my own practice every day. After years of going back and forth internally, I started questioning whether I was still on the right path. That’s when I seriously began considering starting something of my own.
Owning my brand and creative vision was always the dream, but it’s hard to reach the point where you finally say to yourself, “I’m ready.” After many long talks with mentors and family—and with their support—I finally believed I could take that leap. And that was the beginning of Paper Dolls.
It took over a year to build everything, and it continues to be a constant learning experience. But I love what I do, and I’m so grateful I made that decision. Growth takes time, of course, but I learn from every mistake, and I’m now reaching opportunities that blow my mind—opportunities that never would have happened if I hadn’t taken that leap.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has definitely not been a smooth road—haha. When you decide to start a business, you quickly learn that every mistake becomes a learning experience, and this journey has been exactly that.
As someone who’s always been focused on the creative side, I initially struggled with understanding all the responsibilities involved in starting and running a brand. There’s so much more to it than just designing clothes. I had to learn the importance of attention to detail across every area—from production and logistics to branding and communication.
Building Paper Dolls has challenged me to pull from every corner of my creative skill set. While that’s been overwhelming at times, it’s also been a gift. It gave me the chance to reconnect with other creative passions. I’ve designed everything from garment bags and thank-you/business cards to our official Paper Dolls Collection website.
Another major struggle for me was becoming comfortable with having a presence online. I never paid much attention to social media before starting the brand. I’ve always preferred being behind the camera rather than in front of it. But when you’re building something from the ground up, you have to commit to it fully—and that meant putting myself out there. I had to get used to being on camera for product shoots and creating content for social media.
I’m still adjusting to the idea of sharing my work—and myself—with the public, and sometimes that vulnerability is hard. But I’ve come to see how valuable it is. It has helped me better understand my voice and type as a designer, and it continues to teach me a lot about marketing to my target audience—what works, what doesn’t, and how to connect more authentically with the people I’m designing for.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m a clothing designer and the founder of my brand, Paper Dolls Collection. My work specializes in women’s street style; each design is deeply inspired by my personal experiences, travels, and everything I’ve learned about the world and my place in it. I use fashion as a way to tell stories—taking thoughts, memories, and cultural influences and translating them into clothing that makes people feel empowered.
When I design, I think about what would make me feel confident, and then I channel that into creating pieces for people like me—those who want to feel strong, bold, and expressive in what they wear. I want my clothes to make a statement, not just about style, but about identity and purpose.
One thing that sets me apart is my commitment to slow fashion. In a world where fast fashion dominates, I make a conscious effort to create intentionally and sustainably. There are so many brands chasing trends and producing in massive quantities, but I believe in designing with care. People often don’t realize how much fast fashion affects not only the planet, but also the creative integrity of designers—those who pour time, thought, and craftsmanship into every piece.
My process is slower by design. Many of my pieces are handmade by me, and our stock is limited because I want each item to feel personal and deliberate. When someone chooses a piece from Paper Dolls, they can feel confident knowing that every detail has been thoughtfully considered—from the source of the materials to the time it takes to create something meaningful for their wardrobe.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I’ve never really believed in luck in the traditional sense. To me, the word can sometimes take away from the value and appreciation of hard work. I truly believe we’re all capable of achieving anything in this life if we want it badly enough and are willing to put in the effort.
Growing up, my dad would always repeat a quote to my brother and I—a version of something that’s been rephrased throughout history: “The harder I work, the luckier I get.” That quote has always stuck with me, and I think it perfectly sums up my own experience.
Of course, there have been moments when I watched others hit milestones I was struggling to reach, and I’d think, “I wish I was that lucky.” And I do believe some things come more naturally to certain people—we all have strengths that set us apart. But I’ve found that when I truly want something and set my mind to it, it doesn’t really matter how easily it came to someone else. What matters is the work I put in to get there. And when I do reach those goals, I appreciate them even more because I know exactly what it took to achieve them.
Contact Info:
- Website: https://www.paperdollscollection.com
- Instagram: https://www.instagram.com/paper_dollscollection/?igsh=MXR5MzloNjc0eDgwdA%3D%3D
