Natalia Jheté

The woman who started an entire brand because she couldn't find a world she wanted to live in.

For the last eight years, Natalia has worked as a creative director, helping brands discover who they are and how they should be seen. Her career has taken her through New York's fashion industry, where she also designed and produced her own clothing label. Whether she was building brands, art directing campaigns, photographing products, or designing collections, one thing never changed: she was never interested in creating something that simply looked good. She wanted to create worlds that people wanted to step inside.

LIEBABY is the result of everything that came before it. It's where fashion, interiors, objects, travel, food, photography, storytelling, and design finally get to exist under one roof. Not because they belong in the same category, but because they all create the same feeling. The kind of feeling that's impossible to explain but instantly recognizable when you find it.

For Natalia, aesthetics have never been about perfection or status. They've always been about emotion. A hotel that changes your mood before you've unpacked. A lamp that somehow makes an entire room feel alive. A robe that turns staying home into an occasion. The things that stay with you are rarely the most practical; they're the ones that completely seduce you.

LIEBABY wasn't created to tell people what they should like. It was created to find the people who already see the world this way. The ones who believe atmosphere matters. Who'll rearrange a room because something feels off. Who buy the object they can't stop thinking about, even if they can't justify it. The ones who've spent years feeling like they cared a little too much about the details.

If that's you, you've found your people.

Welcome to LIEBABY.