It’s a real sister act: meet the Danish twins behind buzzy Scandi label Lié Studio – models at 15, now businesswomen

“From the beginning, it was our grandmother’s old vintage pieces, which we do a modern take on and change up a bit to make them Lié,” Amalie tells the Post during a recent visit to celebrate the brand’s capsule collection with online retailer Net-a-Porter – a line-up of chunky silver and gold chains and studs inspired by balls of yarn.

An advert for Lié Studio’s first drop of 2024. Photo: Lié Studio

“Jewellery came up as the perfect way to create our uniform dressing; it’s not season-based and is the perfect finishing touch to our personal style,” Amalie adds.

The sisters were already tastemakers in their own right before the brand became a reality.

They started Instagram accounts while working as models, and accumulated impressive followings and brand deals thanks to their minimalist wardrobes that were modelled against picturesque backgrounds in Copenhagen and other fashion hubs.

Like many models, they never actively sought to become influencers.

“[Brands would] tell us things like, ‘Sales went through the roof when you wore that coat’. We realised people were looking to us for what to wear, and we wanted to have a piece of the cake,” says Cecilie.

The twins had studied business while modelling and, taking that leap, started with a three-person crew.

Amalie and Cecilie Moosgaard became models at the age of 15. Photo: Lié Studio

“We were very naive and had no idea what we were going into,” Cecilie adds. Nonetheless, they were pleasantly surprised when Lié Studio started selling globally from the beginning, thanks to loyal followers in countries like the United States and China.

“[Sales] very much aligned with our own Instagram data, the insights we see on our personal profiles,” she continues. “It’s rare, as small companies usually focus on their local markets first – we were global from day one.”

Since then, the brand has grown impressively but selectively: 60 per cent of the business is direct-to-consumer, while wholesale partners include premium retailers like Harvey Nichols and Moda Operandi as well as Japan’s Tomorrowland, South Korea’s Tom Greyhound and China’s Chicun.

China is a bright spot, with shoppers gravitating towards Lié Studio’s silver jewellery, and its Elly necklace and bracelet are proving favourites.

But it is safe to say the expanding team, which now numbers 12, is not resting on its laurels.

An advert for Lié Studio’s first drop of 2024. The brand has grown impressively but selectively. Photo: Lié Studio

The brand has just launched leather bags and belts in utilitarian yet streamlined silhouettes and is looking ahead to the opening of its first physical store in Copenhagen in June.

Clothes will eventually become part of the equation; the goal was not just jewellery, but to become a lifestyle brand with the perfect iteration of timeless wardrobe staples.

And while we have all heard the warnings against starting a company with friends or family, neither sister considered doing things any other way.

“We’ve always been stuck together whether we like it or not,” laughs Cecilie. “It’s similar to the question we always get asked, of what’s it like being a twin – we can’t really answer it because we haven’t tried anything else, and it’s the same for work.”

It is abundantly clear that the pair are on the same wavelength – throughout our chat, they continuously finish each other’s sentences and cite each other as main sources of inspiration.

An advert for Lié Studio’s second drop of 2024. It was born as a jewellery brand making ultra-wearable pieces that would not go out of style. Photo: Lié Studio

They know, however, that this can take some getting used to for other members of the team; like all siblings, they bicker and banter, but they are also sounding boards for one another.

“People will ask, are they fighting? But we’re just brainstorming, and the next moment we ask, ‘Do you want milk in your coffee or not?’ laughs Amalie.

Much like how they sometimes accidentally show up to work in the same outfits, the sisters also land on the same design ideas without much explanation – call it the twin effect.

“Our technical designer has to figure out what we mean, but the two of us are kind of telepathic when it comes to design,” Amalie adds.

The business is a source of constant excitement. Even off-duty, the sisters love chatting about inspirations, designs and plans – to the occasional chagrin of their boyfriends.

An advert for Lié Studio’s second drop of 2024. The brand has just launched leather bags and belts in utilitarian yet streamlined silhouettes. Photo: Lié Studio

“It’s amazing to have someone to always ping pong with, it’s so much fun. But we need to balance and that’s something we need to learn for sure,” Amalie continues.

As people who have been in front of cameras since their teen years, the twins describe being behind the scenes as extremely freeing.

“[In] the modelling world, you don’t have control over what you’re doing and you’re a needle in a haystack,” says Cecilie.

“It’s so rewarding to know you’re more than just a face, you’re a businesswoman,” Amalie adds.

While they occasionally model pieces on the brand’s Instagram account, the goal is for Lié Studio to have a strong brand identity without the twins representing it.

“We’ve been so conscious of not becoming that influencer brand – you do see a lot of influencer brands growing, but it’s a quick rise and then downhill,” says Cecilie. “It’s such a relief because we know now that Lié can stand alone.”

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