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Innovation in Workplace Fashion

A Conversation with Corporate Natalie
Grace Mahas
January 28th, 2025

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In an era where workplace norms are being radically redefined, Corporate Natalie (known to millions for her witty takes on office culture) has emerged as an unexpected bridge between traditional corporate attire and modern professional expression. With over 2 million followers across platforms and 44 million likes on TikTok, she's transformed relatable workplace humor into a movement that's reshaping how we think about office fashion.

Her latest venture? A groundbreaking collaboration with fashion retailer 12th Tribe that launches January 27th, 2025. The collection, featuring 23 pieces ranging from $48 to $140, aims to solve a persistent problem in professional fashion: the disconnect between what retailers market as "workwear" and what actually works in professional settings.

In a candid conversation with Innovation Strategy, Corporate Natalie discusses how she's leveraging her unique position at the intersection of social media influence and corporate culture to innovate in the workwear space. From navigating generational workplace dynamics to reimagining professional attire for a post-pandemic world, she offers insights into how authenticity and professionalism can coexist in modern office culture.

As the creator behind the viral "Corporate Natalie" persona with over 2 million followers across platforms, you've built a remarkable brand around workplace culture. How did this journey begin, and what led to the 12th Tribe collaboration?

What started as a lighthearted response to remote work during 2020 – poking fun at the nuances of working from home – evolved into something much bigger. The Corporate Natalie brand has grown to encompass lifestyle content, family life, and significantly, workplace fashion. The 12th Tribe collaboration emerged organically during a strategy session with my team early last year. We had dreams of creating a workwear line, and serendipitously, Demi, 12th Tribe's founder, reached out with a similar vision. It's been fascinating to watch how our brands have grown together – 12th Tribe expanding into the corporate space while I've developed deeper into fashion.

How do you define innovation in workplace fashion and content creation?

There's a significant gap in the market when it comes to workplace fashion. Major retailers often miss the mark – type "corporate" or "work" into any major fashion site, and you'll get results like mini skirts with blazers. While these pieces are stylish, they don't necessarily translate to most workplace environments. What we're trying to do with this line is innovative in its approach: we're reviving that pre-pandemic corporate chic aesthetic while incorporating authenticity and femininity. There's often this misconception that you can't be feminine in the office, that you have to choose between being professional and being yourself. This line challenges that notion.

Your content resonates deeply with both millennials and Gen Z professionals. How do you bridge these generational perspectives on workplace culture?

My "Gen Z feedback series," where I play a millennial manager giving feedback to Gen Z employees, has been particularly effective at fostering cross-generational dialogue. We're all somewhat apprehensive about generational differences, especially with Gen Z entering a workforce that's been transformed by remote work. But as someone straddling the millennial-Gen Z divide, I've found that we're all working toward similar goals – it's just our communication styles that differ. This understanding influences both my content and the design approach for the collection.

With the demands of content creation and product development, how do you maintain your creative edge?

After four years in this space, I've developed a sustainable approach to creativity. I ensure I do one thing daily that excites me – whether it's feeling fabrics for the collection or flying to LA for meetings. I've learned to structure my week so I'm not filming every day, which helps maintain both sanity and creativity. Balance is crucial when you're juggling multiple ventures, from content creation to advising early-stage companies.

Through your massive following, you have unique insight into workplace trends. What shifts are you observing in corporate culture?

With 93% of my followers being women aged 25-45, I have a direct pulse on the challenges women face in corporate settings. My involvement in corporate events, from sales kickoffs to conferences, provides firsthand exposure to workplace dynamics. These experiences, combined with continuous engagement with my community, help me stay attuned to evolving trends in corporate America.

The workwear category traditionally struggles to balance professional standards with contemporary style. What challenges did you face in reimagining workwear for today's professionals?

We focused on creating investment pieces that transcend the typical workwear limitations. Instead of chasing trending pieces, we emphasized versatility – clothes you can wear to work, happy hour, or dinner with friends. There's also the complex dynamic of women being under constant scrutiny in professional settings: if we care too much about appearance, we risk not being taken seriously; if we're too expressive, we're considered unprofessional. This collection aims to empower women to feel comfortable, confident, and authentic in their workplace presence.

How has your experience in corporate environments influenced the marketing approach for this collection?

Having worked across various corporate settings – from large firms like Deloitte to tech startups like Palo Alto Networks – I've seen how dress codes and workplace cultures vary. We designed the collection to be adaptable across different corporate environments. Some pieces might be too formal for a tech startup, while others are perfect for it. It's about giving professionals the flexibility to choose what works for their specific workplace culture.

Looking ahead, how do you see the future of workwear evolving? What's next for the 12th Tribe x Corporate Natalie collaboration?

The overwhelmingly positive response to this collection suggests we've tapped into something significant. The excitement around return-to-office fashion has been particularly encouraging – seeing comments like "RTO never looked hotter" indicates a shift in perspective about workplace presence. We hope this is just the first of many collaborations, as the partnership has been mutually enriching for both brands. The success of this launch demonstrates a clear demand for workwear that empowers professionals to express their authenticity while maintaining professionalism.
References: 12thtribe, instagram