In a world where we have never been more attuned to our personal wellbeing, London-based lifestyle brand MAISON SÉRICA looks to explore that synthesis point where clothing, space, scent and daily rituals coalesce to provide us with a template to assist in navigating an often confusing and contradictory world.
Fusing Eastern and Western elements , MAISON SÉRICA’s founder Bryan Chiang looks to meld classic Chinese techniques, textures and tactility, reinterpreting them through a contemporary lens for a global audience. It’s a vision that manifested itself in the brand’s “Silkmere Resórt Salon” collection, where natural materials, silk and cashmere , blended to create MAISON SÉRICA’s signature Silkmere fabric. A marriage of materials that demonstrated an authentic empathy between nature and design, form and feeling , perception and possibility. An aesthetic that revealed itself in an assemblage of pyjamas. scarves, robes and home pieces in muted tones that spoke to comforting capabilities while still demanding our full attention.
That attention took Flanelle to the brand’s “Silkmere Resórt Salon” presentation in early April which was staged at a venue on London’s Marylebone High Street. Just a few streets away from the consumer chaos of Oxford Street it’s an area imbued with a quiet elegance. One that’s also renowned for quiet luxury , with an atmosphere and ambience that made it the perfect location for a brand whose DNA is built on stillness and sensibility. Viewing by appointment only, added to that sense of calm and contemplation where the pieces could be digested and discerned in their natural environment.
Afterwards, Flanelle spoke to Bryan about the philosophy that underpins MAISON SÉRICA’s vision, how that reveals itself in “Silkmere Resórt Salon” and his future plans and aspirations.
Text by Brian James
How would you describe MAISON SÉRICA and the vision and values at the core of the brand identity?
MAISON SÉRICA is centred around Peace · Nature · Silkmere. It explores a contemporary narrative of Eastern living through silk, cashmere, and the house’s signature fabric, Silkmere. I am drawn to natural materials, restrained structure, and pieces designed to rest gently against the body in both fashion and the home.
The brand began in a quiet moment. During a spa experience, I started to reconsider the relationship between the body and feeling. To me, luxury is not about display. It is a quiet force, shaped by touch, by order, and by the balance that emerges when one reconnects with nature.
MAISON SÉRICA is concerned not only with the body, but also with the mind. It is not simply a fashion and homeware brand, but a proposition for living — rooted in softness, nature, and a contemporary expression of Eastern sensibility.
What is your background in fashion and the arts, and what was the catalyst for founding MAISON SÉRICA?
I graduated from Central Saint Martins, but I have always approached design through a broader lens of art and lifestyle.
I am interested in material, space, atmosphere, and the relationship between objects and the body. For me, design is not just form, it is a way of feeling. Beyond fashion, I have been shaped by my family environment, art, antiques, spatial aesthetics, traditional craftsmanship, and the rituals of everyday life. Burning incense, drinking tea, visiting hot springs, and staying close to nature are gestures that can be traced back to the cultural context of the Song dynasty.
Over the past few years, I have lived and travelled between different cities. It made me realise that East and West are not opposites. When placed together, they can generate a new kind of beauty.
MAISON SÉRICA began from something very simple, a desire to create the perfect pyjama and to build around it a gentle, restorative space. There was also a personal dimension. Living in dry climates made my skin increasingly sensitive, which made me realise that clothing is not only an outward expression, it acts directly on the body.
Through this process, I found that silk and cashmere are ideal materials to wear close to the skin. Silk offers a soft sense of enclosure, while cashmere brings air and warmth. Silkmere emerged from this direct bodily experience, not simply as a material, but as a way of allowing the body to settle.
Can you tell us about the influences, techniques and materials behind the pieces presented in “Silkmere Resórt Salon”?
Silkmere Resórt Salon brings together the core language of MAISON SÉRICA. It is rooted in Eastern ways of living, and in my long-standing interest in Song dynasty aesthetics, natural materials, bodily sensitivity, and restoration.
Two ideas have shaped the project: the great way is simple, and when a room is emptied, light begins to grow. One speaks to restraint; the other to space, stillness, and the experience of Feeling. At the centre is Silkmere, developed as a fabric for all seasons. It brings together the fluidity of silk and the quiet warmth of cashmere in a way that neither material can achieve alone. For me, it reflects a more balanced idea of softness, intimacy, and quiet luxury.
In terms of technique, I value precision and quietness over complexity. Made-to-measure work in our London atelier, clean construction, and French seams allow the garments to exist naturally with the body.
I also introduced elements such as jade buttons, 108 hand- embroidered beads, and agarwood. These are not decorative details, but extensions of energy, culture, and perception.
You chose to present the collection by appointment only in a space on Marylebone High Street. What did that way of viewing offer a different perspective and how important was the location itself?
I have always felt that MAISON SÉRICA is not a brand to be experienced in haste. It requires time, and it requires quiet.An appointment-only format allowed the experience to become more focused and more personal. Guests were not simply viewing products, but entering a space shaped by material, light, scent, and emotion.
Within that rhythm, one is able to slow down, and return to the body. Marylebone felt naturally aligned with the brand. It is refined, restrained, and never excessive. There is a quiet kind of luxury there, an understated quality that feels entirely consistent with MAISON SÉRICA.
The project was developed in collaboration with independent curator Erika Song and artist Jena Huang. How did these collaborations come about, and how did they shape the final presentation?
These collaborations developed organically, grounded in a shared sensitivity to material, space, and atmosphere. For me, MAISON SÉRICA has never been only about clothing, it is a total expression.
This presentation was therefore not conceived as a display, but as a spatial language. Erika Song brought clarity to the rhythm of the experience. She helped articulate the relationship between garments, objects, and space, allowing the presentation to feel more cohesive.
Jena Huang introduced a more emotional dimension. Her attention to the subtleties of everyday life brought a sense of poetry and atmosphere, making ideas of stillness and restoration more tangible.
What are your ambitions and aspirations for MAISON SÉRICA for the rest of 2026?
For the rest of 2026, my focus is on building, rather than expanding. I want to refine the language, materials, and spatial identity of MAISON SÉRICA, and allow it to become more precise over time.
In product, I will continue to develop Silkmere as a core material, while building a more complete system around pyjamas, robes, scarves, and home pieces. For me, products must enter life , not remain at a distance.
At the same time, I hope the brand continues to grow within the right contexts — through retail, presentation, and collaborations across art, culture, and space. Ultimately, I want MAISON SÉRICA to become an enduring presence, one that not only offers products, but proposes away of living, of resting, and of returning to a state of inner calm.
Dissolving the boundaries between clothing, environment and everyday life, MAISON SÉRICA designs clothing and home ware that deserves to be pored over and prized. Possessing an ethos where Eastern elements combine with contemporary Western culture and statement becomes secondary to sensation, it’s a holistic and authentic approach which differentiates MAISON SÉRICA from many others who occupy that lifestyle space.
That vision manifests itself in the pieces we viewed at the “Silkmere Resórt Salon” presentation where tradition met tranquility and nature met nurture. Pieces that become a catalyst for conversation but which ultimately become an expression of who we are and what we value. MAISON SÉRICA shows us that innovation and inner calm can co-exist in our modern world and help make it an easier one for us to navigate.
