— Can you explain how you came up with the name?
The name God Save Queens is a reference to the idea of female empowerment and a play on the traditional phrase "God Save the Queen." I wanted a name that would capture the brand's mission of empowering women to feel confident, sensual, and fearless.
— Which brands or designers have been most influential to the approach you have today?
I have always been inspired by the work of Jean Paul Gaultier and Alaia, both of whom pushed boundaries and challenged traditional notions of fashion. I am also influenced by brands like La Perla who create lingerie that is both luxurious and feminine.
— Do you design with a certain customer/muse in mind?
I design for all women who want to feel confident, sensual, and fearless. I don't have a specific muse in mind, but I am inspired by women who are unapologetic in their femininity and embrace their sensuality.
— What do you believe are the keys to your brand's success?
I believe that the keys to God Save Queens' success are our unique vision, high-quality craftsmanship, and our ability to encourage women to feel confident and fearless. We are constantly pushing boundaries and exploring the fine line between lingerie and outerwear, which sets us apart from other brands.
— We personally believe a major USP for GSQ is the manner in which it empowers women. It’s almost like a Batman suit for women, it makes them fearless. Was this a deliberate strategy from the beginning? Do you think such an approach could lend itself to a God Save Kings or at least a male extension in the future?
Empowering women was definitely a deliberate strategy from the beginning. We want to create lingerie that makes women feel like they can conquer the world, and I believe that this has been a key factor in our success. As for a “God Save Kings” or a male extension of the brand, we do not plan it for now, we are focused on continuing our mission towards women through our lingerie and ready-to-wear collections.
— Your liberal use of see-through meshes has become such a signature for the brand but you began using it well before the trend caught on among high street labels like Etam etc. How will you stay ahead of the game moving forward?
We are constantly exploring new materials and techniques to stay ahead of the game and maintain our signature style. We also pay attention to emerging trends in the fashion world, but we always make sure to put our own unique spin on them.
— You started with lingerie then made dresses and swimwear and now have pivoted into leather handbags too, what’s next? And out of interest which of these is the most important for the business?
We are always looking for new opportunities to grow and expand the brand. We recently launched our leather handbag collection as well as handcrafted shoes, and we are currently exploring new product categories that align with our brand's vision. As for which of these categories is the most important for the business, I believe that they all play an equally important role in our success.
— Your main sales strategy has been to focus exclusively on e-commerce, will you remain this way moving forwards or do you foresee opening your own stores and/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 are always looking for ways to expand our reach and make our brand more accessible to customers. We are currently partnering with select retailers like Revolve and ASOS that align with our brand vision.
— What are your next ambitions for the brand? What do you hope to attain within the next 5 years?
We aim to continue growing and expanding our brand while maintaining our commitment to quality and unique design. In the next 5 years, we hope to further establish ourselves as a global brand and continue to push the boundaries of lingerie and ready-to-wear fashion. We also have plans to expand our accessories line and explore new product categories that align with our aesthetic. Ultimately, our goal is to inspire women all over the world through our designs and message.
