The word “empowering” is often overused when it comes to lingerie fashions. But in the case of God Save Queens, I think it might be right on target. It somehow combines the frilly aspects of beautiful laces with practical design, all in a sophisticated package.
If you’re not familiar with this new indie brand, you’ll enjoy today’s interview with Karolina Bernaciak, designer and founder of God Save Queens. In it, you’ll learn about the philosophy behind their styles, including why they’ve chosen to focus on both extravagant and everyday pieces. It’s all about quality design and materials for this European-made brand.
God Save Queens can appear overindulgent and opulent, as you’ll see from these photos. Then again, for many women that is exactly what they want from their lingerie. (This brand is also beloved by celebrities.) But you’ll also find practical everyday soft bras and knickers (including a pretty bralette), as well as swimwear, on their website. I’m particularly fond of their body and playsuits, which seem like the perfect layering piece under a silky or structured jacket.
Find out more below, and let me know your favorite pieces in the comments!
God Save Queens Interview
How long has the brand been in business and what was the impetus for launch?
God Save Queens was founded in 2015. In accordance with the designer’s assumptions, GSQ products constitute not only a stylish design but also makes women sensitive, developing their awareness of their own sensuality. The idea of lingerie revolutionized in such a way displaces that of a one-dimensional, lascivious eroticism, exchanging it for uncompromising but full of charm sensualism. The brand’s designs constitute additions which exceed the borderline of practicality. These are accessories which meet the fantasies and bring out the essence of femininity; both in terms of thinking about oneself as well as fashion.
GSQ never focused on creating sets which aim at hiding flaws. Inspired by the anatomy of the human body, GSQ provokes in an artistic manner, emphasizing the brave character of luxurious lingerie and unique high fashion designed for experiential women.
The lingerie is manufactured in Poland, although the laces used during production come from France and Italy. Handmade accessory finishings emphasize the fact that GSQ stands out not only because of its original ideas but also due to complete control over quality and care for even the smallest details.
Rose of Sharon
GSQ projects are highly recognizable. Especially the flagship GSQ set–the Nymph swimwear. The products are also beloved by such stars as Kylie Jenner, Emily Ratajkowski, Kim Kardashian, Kourtney Kardashian, Aimee Song, as well as Barbara Palvin. Moreover, the brand gathers a vast group of social media users—119 thousand followers on Instagram. God Save Queens can also account for such achievements as presenting the CARRARA collection during New York Fashion Week, nomination for the ELLE.PL brand of the year, second place in the Avanti 2016 brand of the year competition, and a spectacular photo campaign conducted at the Carrara marble quarry with top model Joy Corrigan.
What makes God Save Queens different or unique in the lingerie or intimate apparel market? What’s the lingerie niche you are trying to fill?
God Save Queens as a brand is best known from high quality, well-constructed lingerie designed and manufactured completely in Europe. God Save Queens designer and founder Karolina Bernaciak always searches for new solutions with the aim not to follow trends but to create them. This approach has resulted, among others, in flagship brand products such as Forget Me Not Corset or Nymph swimsuit.
God Save Queens differentiates themselves from other lingerie brands by successfully merging traditional form of production based on local professionals and European best quality textiles with modern ways of distribution and marketing such as successively growing e-commerce platform and significant presence in social media and celebrity world.
Who do you see as your ideal customer?
The primary target market for God Save Queens fit in the 20-40 age category, female. These women are often independent, lead active professional life. They want to feel powerful and in control both in their career and private life. When it comes to quality they always strive for the best, they want high-quality, high-fashion garments. Their need to feel sexy and feminine comes from them, not from trying to meet society’s expectations. They are bold and unapologetic in their actions and choices reflecting the image of the new generation of modern women.
What’s been your greatest business challenge in establishing your brand?
Embracing online shopping was the biggest challenge. E-commerce is a huge thing and hard to understand with lingerie at the beginning.
Is there anything you find frustrating about the lingerie industry of which consumers have no clue?
I find pretty frustrating that the lingerie industry is conservative and it’s hard to find acceptance when using new fabrics.
Forget Me Not Corset
Where do you want the brand to be in the next ten years?
It’s a really hard question because of the changing world. Our biggest dream was to create worldwide fashion awareness in the lingerie industry. Also to make an impact on the fashion industry. It’s all about the continuous, never-ending development, progress of the brand.
Lily of the Valley
What is the one thing you want customers to know about the brand?
God Save Queens was created to set new standards in the lingerie world by designing unique cuts, focusing on details and inspiring in women feelings of empowerment and sophistication.
Quick Brand Recap:
Styles: Fashion, sporty, luxury, wired, soft styles
Bra Price Range: $50 – $90 USD
Bras: XS-XL (Bands 30-36, Cups A-E)
Knickers: XS-XL (34-42, and in some styles 44, 46)
Where to buy: Direct from website www.godsavequeens.com
What do you think of God Save Queens? Which of their styles would you wear?
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