Lié Edits / NOVEMBER 2025
Birthday interview with Cecilie and Amalie Moosgaard – Chapter 1
As LIÉ STUDIO marks four years, we look back on where it all began - the first chapter in our journey. The early days of LIÉ were defined by curiosity, creativity, and many firsts. It was a time of exploration and instinct, where ideas turned into reality and the foundation of our brand began to take shape.
In this first part of our anniversary interview series, we revisit that first year - a period of learning, experimentation, and excitement!
Q: If you had to describe Lié’s first 12 months in justone word, what would it be, and why?
Cecilie:
Naive – we had no idea what we were doing and were taking it day by day. It was honestly wonderful not to feel the pressure. We had dreams and aspirations, but we had no idea what the potential was, so it was wonderful to have the time and the uncertainty of just taking it day by day, doing the best we could.
Amalie:
I thought the exact same thing. In our first year, our only guiding principle was really our intuition. We trusted our gut, and that allowed us to be bold and try things without overthinking them. Looking back, that sense of naivety was a gift. It gave us room to explore, to learn, and to confirm that our instinct for what we were building was meaningful. It wasn’t structured or strategic at the time, but it felt right, and ultimately it proved to be the foundation for everything that came after.
Q: How did you celebrate Lié’s very first birthday as a brand?
Cecilie:
I do remember this! We did a birthday campaign online, celebrating our one-year anniversary with the community. But one thing we’ve often been bad at is stopping to reflect and celebrate the small victories within the team. So, very last minute, I went down to the nearest corner store (we were living in NYC at the time) and bought a candle that said “1,” along with a banana bread - very cliché, all of it, but also very cozy.
Q: Do you have a favourite memory from the first year?
Cecilie:
It both feels like yesterday and a lifetime ago. We were growing and building the brand from NYC in that first year, and I think our entire time there is my best memory from year one.
But being in Paris for our first market was also so much fun. We were so overwhelmed by the interest from the wholesale world and didn’t expect to sell B2B in the first year. But the demand was so great that, after just a couple of months, we found ourselves in Paris talking to the coolest retailers - people who took a big leap of faith in us. Thinking back on that memory still makes me very happy.
Amalie:
Our time in New York stands out as something truly special. It was an incredibly formative year for us, both personally and professionally. Building a brand remotely was both challenging and energizing, and it gave us so much perspective on who we wanted Lié to be.
