Upon coming across Embody Denim, we were struck by high how quality the denim, website, and branding was for the denim line. We were pleased to find that the owner of the denim line, Natalie Wakeling, is just as beautiful and nice as the line she puts out. Natalie was a plus model before launching Embody Denim.

Check out our interview with Natalie and see the end of the interview for an exclusive 25% off her denim line!

1) What was your inspiration in creating Embody denim?

Early on with my career as a model I had always dreamt of designing an amazing collection of full figured designs. My inspiration came from the simple fact that in Australia at the time there were no fashion forward collections available for women over a size 14, especially if they wanted a premium product that would last longer than a season. We had plenty of chain store basics but even then they left a lot to be desired.

I wanted to wear a designer pair of jeans that were designed for my shape, unfortunately there were none to be found. I guess it made sense to make a future within the plus size industry, doing something that I loved just as much as modeling.

2) Tell us about your early modeling career, how did you get involved in plus size modeling?

It’s a familiar tale to many plus size models. I had a short lived stint at straight size model from 15-18 but found that I could not keep myself on the rigid routine of diets and exercise , so I pretty much decided my modeling career was over.

I was working as a make-up artist on a shoot and was referred to Darrianne Donnelly at BGM Models when I was 18 years of age as  I had a very similar look to Sophie Dahl at the time, I was booked for major magazine editorial shoots within two weeks of signing with the Agency.

This was definitely ground breaking to be doing main features in editorial magazines like Women’s Weekly and Cosmopolitan magazines.

In Australia there was only a handful of plus size girls working full time so there was loads of work, It was a real whirlwind and landing those major editorials early on opened many doors.

I was completely stunned when my agent called me in 2001 and told me that Elite Models in Miami Florida wanted to sign me on for a season.

This was a difficult and daunting task as I had just had my first son Ethan and had to make the international move to Florida with baby and husband in tow.

I shot my first front cover while in Miami for Yes! Magazine and learned a hell of lot about the business side of the industry as well I made a short move to New York  after being signed to  Ford models as this was the best agency for size 14 models.

It has been really exciting to be a part of the plus size revolution movement and too witness how empowering the industry has become for the next generation of women.

3) What is your modeling career like today?

I guess your career as a model tends to move in age brackets from age 19 to 26 I was a full time model and did a lot of editorial and campaign work, after having my second son Oliver I started Embody Denim and had a short break from modeling for about a year.

You never really know how long your career will last so I guess I feel grateful that I can still pull in the jobs with such gorgeous younger models coming through the ranks.

4) How do you start the creative process of designing a new denim line each season?

It’s all based on what I’m feeling and by listening to people I meet and the feedback that I get from my customers. The creative process usually hits me when I least expect it, I’m then frantically drawing a pocket on a napkin or my kids arm.

5) Who is your ideal customer for Embody denim? Is there an Ideal Women?

Any female that has ever struggled to find a pair of jeans is my ideal customer.

6) Where can our fans find your denim?

www.embodydenim.com.au I offer free international postage.

7) One of your focuses is shopping by your shape; pear, heart, apple, noodle, and hour glass.  How do you design denim with each one of these shapes in mind?

It’s quite simple really, pears suffer from waists that sag and not enough room for thighs and hips so we make those allowances. It’s really about going back to the drawing board and breaking a few rules in the measurements department.

Your Spring/Summer 2010 campaign is sexy and sultry! What was the inspiration behind this campaign?

Plus size women want to feel sexy and they want to be taken seriously.

Marvin Joseph, who loves to work with plus size models, and I came together and workshop the ideas and we found a fabulous location. We used used BGM Models and we got amazing shots for my latest campaign. Feeling and looking sexy makes our models look great and my customers love this!

9) What does the future hold for Embody denim?

Concept stores around the world.

10) What does Madison Plus mean to you?

I find Madison Plus to be the most informative, inspiring plus size related blog to date. I know that if I ever need to know what’s going on with the who’s who in the Industry I can rely on your information.

Would you like a pair of Embody Denim jeans? For a limited time, Natalie Wakeling will be giving Madison Plus readers 25% off her jeans! Email Natalie at sales@embodydenim.com.au along with the style and size you would like. If you have any size questions, email her your hip and waist measurement and she will personally help you identify what jean would be the best fit…