Is This Going To Be Instagram's Favourite New Brand? - En Route

Is This Going To Be Instagram’s Favourite New Brand?

HINT: It's best worn in the bedroom

Do you know that fleeting feeling that can sometimes wash over you — that one where you for a split second feel like you have your life under control? For me, this happens when I wear a matching set of pyjamas to bed. For some reason, being able to finish the day and pull on silk pyjamas in place of my man’s 10-year-old Metallica t-shirt means that I am winning at life.

Perhaps I can put this feeling down to the fact the world has seen a seismic shift in our appreciation for self-care and mindfulness over the last few years and making a conscious dressing effort in the boudoir seemingly plays into this concept. Katie Atkinson, Senior Editor for intimates and swimwear at WGSN seems to share this sentiment stating that “Relaxation and mindfulness are at the forefront of everyone’s mind and luxe-loungewear is the perfect accompaniment”

So when MAISON ESSENTIELE crossed my desk, I bet on their range of silk sleep and lounge pieces as ones that are going to fast become a fixture in the ‘saved image’ Instagram galleries of women, the globe over. 



[mai-son] [ee-sen-tee-elle], a humble Australian brand crafted in Sydney, was born out of part inspiration, part self-care with a dash of frustration for not being able to find anything like it on the market.

Each silk piece is crafted with the highest grade silk satin available, making it hard to be sure if we should be wearing this in the bedroom or to the boardroom. 

A quick scroll through the brand’s Instagram shows Artist Dina Broadhurst, MAFS’ Martha Kalifatidis and International cool girl, Jasmine Garnsworthy as fans.  

So next time you’re feeling like a self-care splurge or you’re in the market for a great gift, report to and slip into something a little more comfortable. 


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