In Conversation: Liv Koennecke

MAISON ESSENTIELE grew from sleep-and-loungewear beginnings into a full ready-to-wear line. How did your personal journey shape that evolution?

MAISON ESSENTIELE really began as something that was missing from my own wardrobe: vintage inspired separates in uncomplicated silhouettes and beautiful fabrics. Although these were designed initially for sleep – the idea was they could be worn out of the home.

A silk slip dress with lace edging, a beautiful silk pant or cotton shirt - over time, I realised those same instincts applied to how I wanted to dress throughout the day.

As I grew, travelled, learned and stepped into my role as a founder, the brand naturally grew with me. Our community were wearing our pieces out, mixing and matching with their own denim, suiting and knitwear – so we decided to make our own.

The evolution into ready-to-wear wasn’t a pivot — it was a deepening. It became less about sleepwear and more about building a world: the MAISONgirl, her wardrobe, her lifestyle, her environment.

Your collections focus on timeless silhouettes with an elevated twist. How do you decide what stays in and what gets left out?

I always design with the question: what does this work with in the existing MAISON ESSENTIELE wardrobe? I want people to be able to build on the foundation of their existing wardrobe. I’m far more interested in refining pieces that feel distinctly MAISON ESSENTIELE — clean lines, beautiful fabrics, and a vintage twist.

In your view, what does “luxury” feel like in our current moment — in fashion, in lifestyle, in the home?

To me, luxury today is about ease and thoughtfulness - in the way you spend your time and your energy and delight in those little things that you don’t expect. At MAISON ESSENTIELE, that could be a design detail that took more thought, more workmanship and more time to create: an oversized cuff, an embroidered pocket, a secret button to adjust something to your perfect size.  

As a founder, how do you define success right now, and how has that shifted since you launched MAISON ESSENTIELE?

In the beginning, success looked like survival — doing everything on my own and keeping the brand moving. Now, success feels more holistic. I have a great team and a beautiful community. It’s now about building something that’s creatively fulfilling and connected to a community of women who truly relate to what we’re creating.

Success now is about longevity. We keep brand first in everything we do. We’re building an ME universe with intention.

What values guide your decisions — from design to business to community — even when the brief or market shifts?

Intentionality, creativity and transparency. I’ve learned that the best decisions come from staying anchored to the brand’s DNA. You can adjust to the market, but you shouldn’t dilute your vision.

What do you hope a woman feels when she wears one of your pieces?

Like herself — but elevated. I want our pieces to feel like a natural extension of her. Fun, elevated, cool. I want her to feel like a MAISON girl – which she is.

Is there a piece in your wardrobe or an item in your home that holds deep emotional meaning for you? What’s its story?

Vintage pieces passed down from my grandmother. She was the one who was the inspiration behind MAISON ESSENTIELE. She had a beautiful collection of vintage robes and nightgowns, and we used to vintage shop together a lot when I was a teenager. It was our thing.

How do you see jewellery in your own life as a form of self-expression or identity?

I love jewellery but am definitely more understated than with my fashion choices - but it's more personal. My wedding band, a signet ring I was given by my best friends on my 30th or the earrings I wore on my wedding day. It’s like carrying pieces of my life with me.