Designing with Purpose: How LIIEVE is Redefining the Wardrobe Staple

We had the pleasure of sitting down with Lieve Saether, the creative force behind LIIEVE a brand built on care, craft, and a deep understanding of how women want to feel in their clothing.

With a two-decade career in interior design and a lifelong love of fashion and materials, Lieve’s transition into apparel wasn’t just natural it was necessary. “So many of my clients shared the same frustration,” she told us. “They didn’t feel good in their clothes. They were starting their days already feeling off. That didn’t sit right with me.”

What began as a quiet frustration became a powerful catalyst. And from that, LIIEVE was born.

From Interiors to Apparel: A Designer’s Perspective

Lieve didn’t set out to build a fashion brand. She was running a thriving interior design studio one that clients turned to when they were ready to create homes that felt permanent, personal, and entirely their own. But the throughline between her two careers is clear: an obsession with detail, an appreciation for materiality, and a commitment to solving real-life problems through thoughtful design.

“Every project was different because every client was different,” she shared. “You listen, you adapt, you build something lasting. That mindset carried directly into LIIEVE.”

The Heart Behind the Brand: Timelessness Over Trends

At the core of LIIEVE is the concept of the forever piece a beautifully made garment that fits well, feels incredible, and becomes a trusted go-to. Lieve’s aim was to offer something better in a world overwhelmed by fast fashion: pieces that feel like they were made just for you and get better with time.

Her flagship product, a crisp white shirt with a convertible collar system, is as functional as it is elevated. Inspired by early 20th-century paper collars, the design allows wearers to customize their look while maintaining a consistent fit and feel an idea that is both rooted in history and refreshingly modern.

Craftsmanship with a Conscience

LIIEVE’s commitment to quality extends far beyond aesthetics. The brand uses Austrian-milled fabrics, partners with artisans in Mexico to handcraft sculptural jewelry, and designs every detail down to the rivets and finishes with longevity and wearability in mind.

“We test everything. We wash it, wear it, tweak it. If it’s not great, it doesn’t ship,” Lieve explains. “That’s the standard. I want our customers to feel like they’ve given themselves a gift something special that will last.”

This level of integrity has earned the brand a meaningful distinction: zero returns since launch.

Building a Business with Purpose

Lieve is the first to admit that launching a brand especially as a creative isn’t without challenges. From navigating tariffs to balancing creative vision with production timelines, she’s learned the importance of resilience, adaptability, and strong partnerships.

Her advice to aspiring founders? “You have to be okay with getting it wrong. Surround yourself with people who believe in your mission, and be willing to build the plane as you fly it.”

For Lieve, LIIEVE is more than clothing. It’s a reflection of how she believes women should feel every day: confident, considered, and uniquely themselves.

What’s Next for LIIEVE

After a successful launch and strong customer response, LIIEVE is expanding thoughtfully. The brand plans to introduce pants, skirts, sets, and dresses, all built on the same foundation: impeccable fit, high-quality construction, and modular design.

The long-term vision? A capsule wardrobe that lets women mix, match, and make it their own without sacrificing comfort, confidence, or craft.

“We want to be the brand you turn to when you need that one thing in your closet that always works,” says Lieve. “And from there, we want to give you space to play, to collect, and to make it personal.”

The Takeaway

In an industry often driven by speed, LIIEVE is choosing staying power. Lieve’s approach rooted in care, collaboration, and intention reminds us that timeless design isn't about playing it safe. It’s about doing things deliberately and doing them well.

And in today’s world, that kind of clarity is not only refreshing it’s revolutionary.

To shop LIIEVE go to their website here, and follow their Instagram @liievebrand!

Ready to trust your gut and take your next step?

Let us help you turn your vision into a market-ready product. Book a consultation with AJG Fashion Consulting and learn how our apparel development services can support your fashion journey.

Explore more stories like Lieve’s on our Fashion Founder Collective and follow us on Instagram @ajg_fashionconsulting for weekly insights, case studies, and founder spotlights.

Watch the Full Interview

Fashion Founder Collective is more than just another resource. It’s a space where you can connect with industry experts, gain valuable insights, and meet other business owners who truly get what you’re going through. To access these live events, along with all of the other amazing benefits of AJG’s online community, join Fashion Founder Collective today! Watch Leive’s full video here!

Let’s Build Your Brand Together

To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.