Amalie and Cecilie Moosgaard, twin sisters and former models from Copenhagen, have transitioned from the fashion runway to the realm of entrepreneurship with their jewelry brand, Lié Studio. Launched in late 2021, the brand reflects a modern twist on their grandmother’s vintage pieces, embodying a timeless aesthetic with its collections of chunky silver and gold chains and studs, inspired by balls of yarn.
The Moosgaard twins have leveraged their substantial social media following, cultivated through their modeling careers and scenic posts from fashion capitals, to catapult their brand onto the global stage from the outset. Their followers, spread across major markets like the United States and China, have enthusiastically embraced Lié Studio, especially drawn to items like the Elly necklace and bracelet.
With 60 percent of their business coming from direct-to-consumer sales and the rest through high-end retailers like Harvey Nichols, Moda Operandi, and several prestigious stores in Japan, South Korea, and China, Lié Studio has carved out a niche in the luxury accessory market. This global approach from day one has distinguished the brand in a competitive industry typically dominated by local market focus at launch.
Recently, the brand expanded its product line to include leather goods such as bags and belts, featuring utilitarian yet sleek designs. Further broadening their creative scope, the sisters plan to open Lié Studio’s first physical store in Copenhagen in June and eventually venture into clothing to develop a comprehensive lifestyle brand.
Despite the complexities of working with family, Amalie and Cecilie find their relationship an asset to their creative process. Known for their synchronous thoughts and decisions, they often find themselves in alignment without needing to verbalize their ideas—a twin dynamic that they believe enhances their design process, even if it occasionally puzzles their team.
The sisters also relish the creative control they now enjoy, a stark contrast to their modeling days. Being able to steer their brand’s direction not only fulfills them but also ensures that Lié Studio develops a strong identity independent of their personal fame. They are mindful of the pitfalls that other influencer-led brands have encountered and are determined to establish Lié Studio as a durable entity in the fashion industry.
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