MY COUNTRY BUSINESS
NATASHA HULSE, BESPOKE FABRIC ARTIST
Natasha Hulse explains how she came to be a bespoke fabric artist
Growing up in the New Forest, I spent my childhood outdoors, surrounded by picturesque countryside and a proliferation of animals. I was always in the woods with my five siblings, playing with mud, sticks and flower presses, exploring, foraging and gathering. Nature was such a rich source of inspiration, it sparked my creativity,’ says bespoke fabric artist Natasha Hulse.
Charmingly unassuming about her upbringing, Natasha was raised in Breamore House, a stately Elizabethan manor built in 1583 and home to the Hulse family since 1748. ‘In my attic bedroom, I painted an apple tree on the walls and added handmade, 3D apple-shaped jewellery baskets. It began my fascination with embellishment and my passion for scale.’
Throughout the house, many rare textiles celebrate the early British Arts and Crafts movement. ‘This rich source of history has been pivotal in shaping my love of textiles, layers and art; and has fine-tuned my eye for the handmade,’ says Natasha. She is inspired, too, by a long line of female ancestors and their now-antique creations. ‘Granny Verity created many beautiful needlepoint fabrics on cushions, seats and backs of chairs. And my Aunt Camilla, who lives in Kathmandu, used to source furniture from Tibet – beautiful designs covered in hand-painted flowers and dragons. It was lovely to include a piece in my display at the Chelsea Flower Show in 2019.’
Natasha’s exquisite work translates the traditional techniques of art and appliqué into unique three-dimensional designs, which are then upholstered by a highly skilled UK team onto bespoke furniture items. Think oversized headboards and handmade lampshades, along with textiles and artwork, regarded as one-off future heirlooms.
Natasha launched her design business in 2017 with zero overheads, having first embarked on a career in surface pattern and womenswear printed textiles. ‘I studied art and design at Chelsea College of Arts. After a term at the Fashion Institute of Technology in New York, I freelanced for a Nyc-based company, before returning to London, where I quickly became disillusioned with my new role as a digital fabric designer. I missed supplier relationships and working with my hands and recognised that art and appliqué >
What I love most...
❝ CREATING SOMETHING CLIENTS WILL CHERISH, AND THE PROCESS OF COLLABORATING WITH SUPPLIERS TO ACHIEVE A BIGGER AND BETTER DESIGN OUTCOME❞
remained my passion.’ At 27, Natasha successfully pitched a headboard design to interior designer and hotelier Kit Kemp, and this provided the kick-start for her business.
‘The process for each piece begins with the pressing of flowers and leaves discovered on local Hampshire walks – ferns, foliage and seasonal blooms. With clients I spend time in their gardens and take photos of wildflowers that should be left alone or are too big to press. Initial designs are worked up in Adobe Illustrator, then, once approved, are painted freehand on natural oatmeal linen, using Pebeo fabric paints.’ Designs are ironed, set and washed to ensure colour fastness. Pieces are cut out, positioned with upholstery glue, machine-sewn, then built into sophisticated three-dimensional layers, with further paint, embroidery and embellishment.
Every fabric, colour and detail is chosen by Natasha. ‘Each piece has a narrative: on lampshades, a busy background often carries repetitive lines – spin the lampshade and the bees or insects feel as if they are flying through the flowers. On headboards, I add layers – blossom, butterflies, the arch of a dandelion, poppy or iris, all captured to convey movement and whimsical charm.’
Natasha works from Breamore for six months of the year, or when space is needed for large-scale projects, and also from a quiet, rented London studio. ‘I work to a stream of interesting podcasts – Rich Roll, Katherine Ryan, Holly Tucker, Desert Island Discs and Woman’s Hour, interspersed with music and periods of total silence.’
Customers can buy smaller pieces direct from Natasha’s website, but collaborations with private individuals, independent retailers, hotels and interior designers remain key. ‘The Kit Kemp opportunity triggered many conversations – a window display for Soane, one-off designs for Myriad Antiques and regular collaborations with paint company Pebeo. Last year I had an Artisan Studio at the Chelsea Flower Show and approached many interior names
I admire, including Pippa Rolls, Caroline B Design, Hare’s Tail, GP&J Baker, Blithfield, Houlès and Colefax and Fowler. We worked together on joint products for the space.’
Never one to stand still, Natasha is about to launch a new wall art project with Kit
Kemp at luxury store Bergdorf Goodman.
‘My work connects me daily with nature and people. The interplay results in timeless, highly personal, handmade creations that elevate spaces and emotions. Knowing my work makes others happy, is very humbling.’ natashahulse.com