“People used to hang out in the street 10 years ago; that’s why we have the term ‘street style.’ Then the Internet changed everything—people spend more time at home,” says Licheng Ling, the designer of Homeism, a new luxurious line of made–in–New York loungewear that goes on sale online today. “I think there is room for taste and style in every part of a woman’s life—especially when she is at home—that’s ‘home style.’ ”

Having hit on a concept, Ling (whose day-to-day uniform, prior to creating the brand, included a vintage Chinese silk blouse with hand-embroidery or men’s smoking jacket) decided to fill what she saw as a gap in the market with something new, niche, and personal: mix-and-match silk charmeuse–trimmed lounge sets, robes, and slippers that can easily transition from the desk to dinner. “When I was doing the research,” Ling says, “I found that the concept of loungewear is influenced by a lot by Asia. I wanted to work on something related to my own culture.”