Q1 Update: A New Boutique, SS25 & TikTok for Millennials
It’s been a quietly expansive start to the year. A lot has shifted — physically, creatively, mentally, both personally and in the world of MAISON ESSENTIELE.
Over five years in, I can finally say I’m settling into a good rhythm. There is still always the trials and tribulations of a growing brand, but we’re getting there.
Fashion operates in a strange kind of duality: you’re always living one season ahead, while also deeply immersed in the moment. The past few months have reflected exactly that. Here’s a closer look at where we are now, and where we’re heading.
A Space that reflects the #MAISONgirl
In February, we opened the doors to our new Darlinghurst concept store — a showroom-style space just above Oxford Street that’s less about traditional retail, and more about experience.
It’s part boutique, part creative studio, and part community space — a setting inspired by the concept stores and fashion showrooms I’ve spent time wandering through in cities like Paris, New York and Milan. It’s where you can try on the collection, preview what’s next, or simply slow down and spend time in our world. The interiors blend modern minimalism with vintage detail — furnished with pieces I sourced myself, alongside furniture by McMullin & Co, Fleur Studios, Antico, and a custom POS designed by my childhood friend, Claire Markwick Smith.
We’re open Saturdays from 10am to 2pm, or by appointment. It’s not about urgency — it’s about community. And it feels like the next natural step in how we want to show up.
Spring Summer 25 — Drop 01, 02 & 03
Last month, we launched Drop 01 of our Spring Summer 25 collection. It’s a return to fluid silks, reworked lace, denim and more. There’s a lot of freedom in the way these pieces can be worn — designed to be layered, styled, and loved for seasons to come.
Pre-Fall in Progress
Our Pre-Fall collection is currently in production and set to launch this June. Between you and I - I think it’s our best work to date. New categories and materials en route…
Resort: The Year Ahead
At the same time, we’re designing Resort — a collection that will arrive October 2025. We’ve been deep in the process: pulling references, researching fabrication, testing new cuts, and thinking about how we want to feel next summer. It’s very much vintage- but for everyone. Not just a one off piece you can never get your hands on. These early stages are intuitive — we’re trying to be less about trend forecasting, more about instinct and mood. Who is the ME girl and what is she wearing?
TikTok, But Make It Daily
I’ve been sharing more of the real-time process on TikTok — from days in my life, shoots and design development to the (less aesthetic) parts of running a fashion business. As a self-confessed millennial, Tiktok always gave me the ick, but I have to say, now that I’ve leant all the way in, it's a space I’ve come to really enjoy — and have built such a supportive community.
If there’s anything you’ve ever wanted to ask — about the brand, styling, business, or what I’m currently obsessed with — comment on a post. I’m always happy to answer there.
tiktok.com/@livkoennecke
Coming Soon to Creative Direction
Now that we’re grounded in our new space and rhythm, Creative Direction will be back to regular weekly posts. What to expect:
Conversations with fellow creatives, writers and designers
Podcast interviews and behind-the-scenes updates
Vintage hauls (with links)
Unfiltered dispatches from inside MAISON ESSENTIELE
If you’re new here — welcome. And if you’ve been following along for a while — thank you. I’m so glad you’re here.
More soon,
Liv x
This Weeks Love List
Allies of Skin Vitamin C & Omegas Cleansing Balm from MECCA
I was recently introduced to this cleansing balm by MECCA. Made with a mix of skin-loving oils like Safflower Seed, Sea Buckthorn, Blueberry Seed, Grapeseed and more. I love using it to remove makeup and mascara, before going in with a more active cleanser. Feels luxurious and lush, and leaves my skin feeling soft and moisturised.
Stand Studios Leopard Coat
Fun fact: Leopard print used to be a neutral for me, before I did a massive wardrobe cull around 10 years ago. Its back and I’m here for it. The perfect "throw it over anything" piece, this Stand Studios leopard coat is the kind of coat that makes even a simple jeans-and-tee outfit feel considered. Oversized, warm, and just the right amount of bold.
I picked up this beautiful handblown Fiore Vase from Antico Home recently. It’s simple and sculptural — the perfect shape for a loose bunch of flowers or even just on its own. Love how it instantly elevates a space. We have two on the showroom floor at MAISON ESSENTIELE.
These Paloma Wool slides are top of my wishlist. Super soft leather, minimal design, and that perfectly imperfect artisanal feel Paloma always gets right. A forever kind of shoe.
Maison Balzac Glass & Carafe Set
Such a chic little ritual — I keep this Maison Balzac set by my bedside. The glass sits neatly over the carafe, and it feels like a small luxury having it within reach. I keep one on my desk and one on my bedside at home.
Maison Essentiele Halter Neck Dress
One of my favourite pieces from our latest drop — the Halter Neck Dress is cut from our signature silk with an effortless open back. Minimal yet statement at the same time. I love layering it under a blazer too.
Kiehl’s Crème De Corps Moisturiser
A classic for a reason. This body cream is super nourishing without feeling heavy — I use it after every shower and it leaves my skin feeling soft and glowy. A year-round essential.
One of those heirloom buys. Saks Potts' jackets are iconic — playful but beautifully made. I love how this adds unexpected , playful texture to an outfit.
Fresh, clean, and quietly floral. La Tulipe by Byredo has always been a favourite— it smells like the first days of spring, crisp and slightly green. I actually wore on my wedding, but still reach for it today.
Delicate but a little unexpected. I love Nina Gordon’s pieces, and these Topaz studs feel a little vintage-inspired but still minimal enough for everyday wear. Subtle sparkle, just the right amount.
Sophie Lou Jacobsen Spiral Coasters
These Sophie Lou Jacobsen coasters are like art for your coffee table. They instantly make any setting feel more fun and thoughtful.
Maison Essentiele Asymmetric Lace Top
Romantic, but with an edge. Our Asymmetric Lace Top has been a favourite — I love styling it with tailored pants or worn loose with vintage denim. Sheer enough to feel special, structured enough to feel cool.
Kerasilk Smoothing Styling Cream
My go-to for taming frizz without losing texture. This Kerasilk cream makes my hair feel soft and polished but never weighed down. It’s like a good hair day in a bottle.