Something has fundamentally changed in women’s fashion. We’re not quite sure how it happened. Maybe it was the post-lockdown, post-restrictions sentiment of wanting to be “seen” in the world again? Perhaps it was a form of revulsion against new legislation in the US restricting women’s autonomy of their bodies? It could even have been a way of raising the bar after many totalitarian governments began relaxing their longstanding strict dress codes for women. We don’t know, but regardless of the reason, the consequence has been a dramatic increase in clothing that embraces the hyper-feminine and body-baring trend of sheer mesh panelling. This trend – which is as rife in underwear as it is outwear and swimwear – didn’t even originate at one of the major fashion houses. Instead, its roots can be traced back to the viral popularity of small, independent up-starts like Nensi Dojaka and God Save Queens (the former being a lingerie-inspired womenswear label that was started in 2017 by a London-based Albanian, and the latter a Polish lingerie brand founded in 2014), and of course celebrity endorsements by such high profile personalities as Bella Hadid, Zendaya and Kendall Jenner. Yet, with Nensi Dojaka going on to earn the prestigious LVMH Prize and British Fashion Foundation Award, GSQ (which is the brainchild of Karolina Preiss, née Bernaciak) has for us at least, remained the connoisseur’s choice and an “obsession” that we’ve enjoyed keeping to ourselves. Until now.

WHAT INSPIRED YOU TO ESTABLISH GOD SAVE QUEENS?
[Karolina Preiss] The decision came in a very natural way. At first, I didn’t consider God Save Queens a business, it was more of a creative outlet. But, when I noticed a lack in the availability of feminine designs that could make women feel confident and fearless, I realised I had a unique vision that needed to be shared.

WHAT ARE YOUR MOST IMPORTANT INFLUENCES?
I have always been inspired by the work of Jean Paul Gaultier and Alaïa, both of whom pushed boundaries and challenged traditional notions of fashion. I’ve also always loved brands such as La Perla for their ability to create lingerie that’s both luxurious and feminine.

WHAT DO YOU THINK ARE THE KEYS TO YOUR SUCCESS?
Constantly pushing boundaries and blurring the line between underwear and outerwear sets us apart from other brands but the key to success has been our unique vision, high-quality craftsmanship, and our ability to encourage women to feel confident and fearless.

WE AGREE, GSQ IS LIKE A BATMAN SUIT BECAUSE IT MAKES YOU FEEL DAUNTLESS AND INDOMITABLE. MIGHT YOU DO A MALE LINE IN THE FUTURE?
Creating clothing that makes women feel like they can conquer the world was a deliberate strategy from the beginning. But could we do this for men too, as a brand extension? We’re not thinking about that for now, as we’re focused on continuing our mission for women.

YOUR LIBERAL USE OF SEE-THROUGH MESH HAS BECOME SUCH A SIGNATURE FOR THE BRAND, AND YOU WERE USING IT WELL BEFORE THE TREND WENT MAINSTREAM. HOW WILL YOU STAY AHEAD OF THE GAME MOVING FORWARD?
We’re constantly exploring new materials and techniques to stay ahead of the game and we also keep an eye on emerging fashion trends, but we always make sure to put our own unique spin on them.

YOU STARTED WITH LINGERIE THEN MADE DRESSES AND SWIMWEAR AND HAVE NOW PIVOTED INTO LEATHER HANDBAGS TOO, WHAT’S NEXT?
Yes, we recently launched a leather handbag collection as well as handcrafted shoes and we have plans to expand further into accessories while also exploring new categories that help propel our message.

TILL NOW YOUR SALES STRATEGY HAS FOCUSSED ON E-COMMERCE, DO YOU FORESEE OPENING YOUR OWN STORES OR DISTRIBUTING THROUGH RETAILERS?
We have found great success through our e-commerce strategy, as it allows us to reach customers all over the world and provide them with our products conveniently and efficiently. However, we’re always looking for ways to expand our reach and make our brand more accessible to customers, and that’s why we’ve partnered with select retailers like Revolve and ASOS.