“Craftsmanship, handmade work — that is the only way to protect your creative voice.”

As a small independent brand, it is not always the easiest path. There are challenges, setbacks, and moments when giving up would probably be the simpler option. Which makes it all the more inspiring when people continue to believe in what they do. When they stay true to their vision, dedicate years of their lives to a passion, and try to make the world just a little bit better through their work.

Zosia Krasuska is one of those people. After more than two decades working across fashion, beauty, and creative direction, the Warsaw-born creative built a brand inspired by sunshine, craftsmanship, and a slower way of living. Today, living in the Italian countryside of Umbria while remaining closely connected to Poland, she continues to champion thoughtful design, sustainable production, and the beauty of things made by hand through Sole Mare Vacanze.

We caught up with Zosia to talk about creativity, sustainability, Italy, protecting your creative voice, and the story behind a brand that grew from a simple sketch on a windy beach into a whole way of life.

photography by Karol Grygoruk, Sonia Szostak  and Robert Ceranowicz

Zosia, you are the Owner, Creative Director, Designer and Brand Consultant behind Drivemebikini, as well as a makeup artist based in Warsaw. How did your journey into the creative world first begin?

Yes, I spent 20 years in the fashion industry doing makeup, designing clothes, and serving as a creative director. I always tried to fulfill myself in as many ways as possible within the fashion world, which I loved very much. I’ve been living in Italy for the past three years and now do makeup only occasionally. But I still run the Drivemebikini brand.

Your brand began with a bikini sketch drawn on a beach. Love that! Do you remember that exact moment and what made you want to turn that feeling into something real?

I remember it perfectly. At the time, I was spending a lot of time in the Canary Islands, where it’s very windy. I was sitting on the beach, freezing, and started imagining the perfect swimsuit for those conditions — long-sleeved, but made of Lycra, not neoprene. Back then, such styles were only available from Australian brands. That’s how our iconic 1980 one-piece, inspired by retro style, came to be. I’ve reimagined it in various colors.

Sole Mare Vacanze. Three beautiful words that instantly stay with you. Is there really anything more needed in life? Maybe love? (smiles)

I grew up in Warsaw, so I always missed the sun and the sea. When I came up with the combination of these three words, I thought about the definition of the perfect life — a bit hedonistic, like the jet-set life in Sardinia in the ’60s and ’70s. That’s how Sole Mare Vacanze came to be. But of course, love is the most important thing, which is why I later created the Sole Mare Amore version as well. (smiles)

“The soul of Sole Mare Vacanze is me. And I’m changing, maturing. My brand has to mature along with me.”

Before fashion, you worked as a makeup artist with magazines, actors and models. How did those years shape the way you understand beauty today?

Those were the most important years of my education in the fashion world. I met so many wonderful artists, and thanks to that work, I got to visit so many places around the world that I probably would never have reached otherwise. Working with those artists, photographers, directors, and creative directors certainly helped me develop a good eye and, I hope, good taste. I’m glad I started working in the industry before Instagram, other social media platforms, and AI existed. We created everything ourselves. Mood boards were drawn by hand — it was very creative.

Italy seems deeply connected to your identity and your work. What keeps pulling you back there creatively and emotionally?

Yes, Italy was the first Western country I saw after the fall of communism in Poland. I was seven years old and saw a fairy-tale world; Italy was very wealthy back then — it really was la dolce vita. Especially from the perspective of a child from the Eastern Bloc. I remember the first day after arriving at my aunt’s place in Tuscany. She had a plot of land by the sea, in a pine grove. I woke up in the morning and smelled the sea and Mediterranean plants. I still love that scent the most to this day.

Sustainability is also at the core of your work. Why was it important for you to prove that conscious fashion can still feel beautiful and desirable?

I am aware of what is happening on the planet, and I believe that the fashion industry has caused a great deal of harm over the past 50 years. But at the same time, I love fashion, so the only solution is circular production, using recycled materials and scraps. That’s what I believe.

However, the shift in consumer behavior is very sad. Just seven or eight years ago, customers were very conscious, but now only low prices and fast trends — driven by TikTok and Instagram — matter. Young people don’t think at all about what they’re putting on their bodies when they buy from Chinese platforms, or what those platforms are doing to the planet. Small eco-friendly brands are dying, and our brand is also struggling to survive right now.

“Craftsmanship, handmade work — that is the only way to protect your creative voice.”

You work with small workshops and local artisans instead of mass production. What have those collaborations taught you about craftsmanship and patience?

I live in Umbria, a heartland of craftsmanship. Living in Italy, I’ve learned just how important craftsmanship and the work of human hands are. When I touch an alpaca scarf made in a small workshop near Florence, it’s a very sensual experience. I love learning the stories behind small businesses that have been run for generations.

For example, our beach towels are woven on 200-year-old looms. It’s wonderful.

Warsaw has changed so much creatively over the years. How does the city inspire you today?

In my opinion, Warsaw is now the best capital city in Europe. Objectively speaking, it’s a fantastic place to live. I’m often in Warsaw, and I’m constantly amazed by the number of great restaurants, new brands, and exhibitions there. That said, I’ve escaped the city and now live in the countryside. (smiles)

In a world obsessed with trends and constant newness, how do you protect your own creative voice?

That’s a very good question, because it’s really difficult these days. Over the past few years I spent in Warsaw, I struggled with burnout and didn’t feel like I had anything left to express through clothing. My burnout was also related to the fact that another company in Poland copied us — they basically took our entire identity, our designs, fonts, slogans, and the whole concept. And they’re doing very well in the market.

It really affected me, it hurt a lot, and for a long time I couldn’t see the point in it anymore.

Things changed after I moved to Italy, when I became fascinated by craftsmanship. Craftsmanship, handmade work — that is the only way to protect your creative voice. Only handmade items are hard to counterfeit. Produce less, don’t aim for mass production because you can’t compete with chain stores anyway.

Seek out customers who, like you, see the beauty in unique, handcrafted items; seek out customers who are looking for sensory experiences. When I walk into the workshop that makes our scarves and touch all those fabrics, my creative voice returns.

And finally — when you imagine the future of Sole Mare Vacanze, what do you hope never changes about its soul?

We’re currently undergoing a major transformation. We made strategic mistakes in the past by joining popular multibrand platforms, which made us too mainstream. We’re in the process of rebranding Drivemebikini exclusively as the Sole Mare Vacanze brand.

In a way, I’m starting from scratch. I want my brand to be original again and focused on small collections created with artists. The soul of Sole Mare Vacanze is me. And I’m changing, maturing. My brand has to mature along with me.

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