HOUSE OF MUAMUA

Born on the beach in Bali in 2006. Italian designer Ludovica Virga decided to produce crocheted dolls made to support Balinese people affected by the tsunami, who have been out of work due to the crisis in the tourism industry. Ludovica's first creation, or Luvilu, as she is affectionately called by those closest to her, was born by chance. The first Mua Mua doll was made as a gift for a dear friend. Success came in 2009, when the young designer met Karl Lagerfeld during a Chanel fashion show in Venice and gave him a Mua Mua doll in her likeness. The designer then formed a partnership with the world-renowned Italian fashion designer, and in 2012 she was commissioned to produce more than 500 dolls to sell in Lagerfeld stores worldwide. The response was immediate, Mua Mua dolls gradually became a brand known by everyone in the fashion world. The family of crocheted dolls grew with the addition of new characters-Anna Wintour, Coco Chanel, Franca Sozzani, Lady Gaga, and many others. Today, designer Ludovica Virga and her ironic vision of the fashion world, House of Mua Mua has since 2016 become a brand sold in the world's most famous concept stores. But Mua Mua is also a fashion brand with a big heart born with a strong sense of charity and humanity: each doll is in fact made in Bali to support the local economy and those in need. In addition, the proceeds from each sale of the Mua Mua doll collection are donated to a Balinese school in Sumbawa to help and support women in education.