About Natalie

Growing up a sassy Latina in the 818, I loved listening to everything from Snoop Dogg to The Smiths. I was curious, I was audacious, I was a perfectionist. (If that's not giving Pisces sun, Aquarius moon, and Capricorn rising, I don't know what is!)

I felt a duality in my identity, and I always felt a little misunderstood — so I leaned into being different. I knew deep down that I had a unique point-of-view, which is why I always gravitated toward creative forms of self-expression, including writing and fashion.

Although becoming a mom not only changed but saved my life, I've remained passionate about maintaining my individualism through style — because you can be a good mom AND wear crop tops and booty shorts if you want.

#ShopFashionMamas is dedicated to rebellious mothers and anyone out there who has ever been judged for what they wear — especially if they've been told that they "dress too sexy to be a mother." We're doubling down on being extra, baby. Because I see you, babygirl — and you look GOOD. 🌹

x Natalie


Natalie Alcala is a Latin American writer, community leader, and creative entrepreneur. Born and raised in Los Angeles, Natalie first made her mark on the industry as a fashion tastemaker, managing Racked LA as its senior editor and freelancing for a variety of noteworthy style publications, including Vogue, Elle, Refinery29, Who What Wear, The Zoe Report, LA Magazine, LALA Magazine, and Blackbook.

In 2014, when Natalie’s son was three months old, she launched Fashion Mamas — the first and leading members-only community for dynamic and diverse mothers who work in creative industries. Celebrating its seventh year in business, the network features nearly 600 members worldwide and garners a combined member social reach of more than 20 million followers. Named a "Power Mom" by Red Tricycle and "LA Power Gal" by Los Angeles Confidential, Natalie has led her pioneering business to become widely influential in the motherhood space, with features in WWD, Los Angeles Times, InStyle, People, Create & Cultivate, Brit+Co, Vice, Motherly, and more.