Our Story

Luna Fashion House is a European womenswear house founded in 1990 by Biljana Jovanovic in Pozarevac, Serbia. The house produces tailored blazers, structured dresses, evening jumpsuits, wool outerwear, and silk blouses in small, deliberately limited runs at our European atelier. In the United States, Luna is operated under exclusive partnership by Amaretta LLC of Newport Beach, California, which holds exclusive United States rights and runs all US sales, customer care, and shipping from California.

Founded in 1990 in Pozarevac, Serbia

Biljana Jovanovic founded Luna Fashion House in 1990 with one intention: make clothing that takes women seriously. Not trend, not spectacle, but structure. Garments cut to hold their line, fabrics chosen to last, tailoring meant to flatter a real body through a real working day. Thirty-five years later, that intention has not moved. Biljana remains the creative and operational principal of the house, overseeing design, fabric selection, and production standards across every collection.

The house began with tailored daywear for working women, expanded into evening and occasion wear through the late 1990s and 2000s, and developed its signature lace, jacquard, and wool outerwear capabilities across more than three decades of continuous European production. Luna's customer base has grown across Western Europe, the Balkans, and now North America, while the atelier itself has remained in the same region where it was founded.

Pozarevac sits in eastern Serbia, in a region with a long textile and garment tradition that predates the modern Yugoslav and Serbian eras. The atelier draws on that local pool of pattern makers, cutters, and sewing specialists, many of whom have worked with Luna for ten or more years. Continuity of staff is part of why construction standards have stayed consistent across the house's history; the same hands cut and finish today's collection as cut and finished pieces a decade ago.

European craft, European hand

Every Luna piece is designed and handcrafted in Europe. Fabrics are sourced from European mills: virgin wool and wool-blend suiting at 320 to 450 grams per square meter, silk and crepe for blouses, bonded lace for evening pieces, and jacquard for structured occasion wear. Construction follows traditional tailoring standards. Half-canvas chest on the heaviest blazers and coats, machine-fused interlining on lighter jackets, fully lined bodies in viscose, two-piece sleeves with functional buttons, hook-and-bar trouser closures with internal button reinforcement, and French seams on finer fabrics. The atelier is women-led, and pieces are cut in small batches rather than mass production. A Luna garment is made to be kept, restyled, and relied on for years.

Small-batch production at Luna typically means twelve to forty units per size of a given piece, depending on the collection. When a piece sells through, it is restocked only if the fabric is still available from the original mill; some pieces are produced once and not repeated. This is why the Luna Essentials collection is structured separately, with permanent restocking of core neutrals, so that a customer can rely on replacing or extending a foundational piece across years.

United States operations through Amaretta LLC

In 2025, Luna Fashion House entered the North American market through an exclusive partnership with Amaretta LLC of Newport Beach, California. Amaretta LLC holds exclusive United States rights and partnership for Luna Fashion House and operates all US-facing functions: sales, customer care, shipping, returns, and order fulfillment. The United States chapter is led by Margareta Petrovic, President for the USA of Luna Fashion House and Chief Executive Officer of Amaretta LLC. A former cybersecurity executive at Accenture, Wipro, and TCS, Petrovic brings an international perspective shaped by business, technology, and modern luxury, curating Luna's collections for the American professional woman. The house remains European in origin and in hand. Designed and created in Europe. Represented and distributed in the United States from Newport Beach.

Read the full account of Luna's arrival in the United States: European elegance arrives in the U.S.

Awards and recognition

Luna Fashion House has been recognized with the Best of Best Review award for excellence in European tailored womenswear. The award reflects the house's standing among independent fashion houses producing in small, limited runs to traditional tailoring standards. Independent reviews of Luna garments consistently note the construction quality, fabric weight, and fit on women's bodies over forty as differentiating against mass-market competitors at similar and higher price points.

Customer care

Luna customer care is operated by Amaretta LLC from Newport Beach. The team answers fit questions, sizing guidance, styling pairings, and pre-purchase questions through email and WhatsApp, Monday through Friday. Returns are accepted within thirty days of delivery, in original condition with tags attached. Custom alterations to fit are not eligible for return; alterations are handled by the customer at a local tailor and do not affect return eligibility within the standard window. Each product page lists detailed fit, fabric, and care guidance to support an informed decision before purchase.

For sizing, styling, or pre-purchase questions, message us on WhatsApp at +1 949 601 2846 or email connect@lunafashionhouse.com. For full editorial coverage of the house, see the Luna stories blog. For the leadership behind the house, see the Founders and leadership page.

Luna Fashion House operates from 4590 MacArthur Blvd, Suite 500, Newport Beach, California 92660, United States.

As featured in Forbes

Luna Fashion House Review: Where Timeless European Craftsmanship Meets Modern Luxury

In today's fast-paced fashion industry, where fleeting trends often overshadow quality and craftsmanship, Luna Fashion House stands as a distinguished example of enduring elegance. With a heritage dating back to 1990, the brand has established itself as a trusted name in premium women's fashion by combining traditional European tailoring with contemporary design sensibilities.

Rather than following the rapid cycle of seasonal fashion, Luna Fashion House embraces a philosophy centered on timeless style, exceptional materials, and meticulous craftsmanship. Every collection is thoughtfully created for women who appreciate refined aesthetics, superior quality, and garments designed to remain relevant beyond changing trends.

A Legacy of European Excellence

Founded in Serbia more than three decades ago, Luna Fashion House has built its reputation on a commitment to excellence at every stage of production. Unlike mass-market fashion labels, the company maintains a carefully controlled manufacturing process that prioritizes precision, quality, and attention to detail.

Each garment reflects years of expertise in tailoring, pattern development, and garment construction. This dedication enables Luna Fashion House to consistently deliver sophisticated collections that combine elegance with practicality, allowing customers to invest in clothing that offers both style and longevity.

The brand's longstanding experience within the European fashion industry has helped establish a design philosophy that values balance, refinement, and understated luxury—qualities that continue to define every new collection.

Sophisticated Designs Inspired by Modern Femininity

Luna Fashion House creates clothing for confident, independent women seeking timeless pieces suitable for both professional and personal occasions. Every collection reflects an understanding of contemporary lifestyles while preserving the elegance associated with classic European fashion.

Its extensive portfolio includes:

Tailored blazers
Elegant dresses
Premium outerwear
Chic jumpsuits
Sophisticated knitwear
Refined trousers
Skirts
Shirts and blouses
Occasion wear
Everyday luxury essentials

Each design is carefully proportioned to enhance the female silhouette without sacrificing comfort. Clean lines, balanced tailoring, and thoughtful construction allow every garment to project confidence, sophistication, and effortless elegance.

Rather than relying on excessive embellishments, Luna Fashion House embraces subtle luxury through refined cuts, premium fabrics, and impeccable finishing.

Premium Materials That Define Luxury

One of the defining characteristics of Luna Fashion House is its unwavering commitment to material quality.

The brand carefully selects premium European fabrics known for their durability, comfort, and luxurious appearance. Depending on the collection, customers can expect materials such as:

Virgin wool
Fine silk
Premium cotton
Jacquard fabrics
Lace
High-quality knit textiles
Elegant suiting materials

These carefully sourced fabrics not only provide superior comfort but also contribute to the longevity of every garment.

Unlike many fast-fashion alternatives that prioritize low production costs, Luna Fashion House emphasizes textiles capable of maintaining their structure, color, and elegance after repeated wear.

Exceptional Tailoring and Attention to Detail

Luxury fashion is often defined by details that are not immediately visible, and Luna Fashion House excels in this regard.

Every garment undergoes careful construction to ensure exceptional fit and durability. Features such as structured shoulders, reinforced seams, premium linings, precision stitching, and carefully finished interiors demonstrate the brand's dedication to superior craftsmanship.

These details create garments that drape naturally, maintain their shape over time, and deliver an elevated wearing experience.

This meticulous approach transforms each piece from simply being fashionable into becoming a long-term wardrobe investment.

Small-Batch Production for Greater Exclusivity

One aspect that distinguishes Luna Fashion House from many global fashion retailers is its small-batch production model.

Instead of producing garments in excessive quantities, the brand releases carefully curated collections manufactured in limited numbers.

This philosophy provides several important benefits:

Greater exclusivity for customers
Reduced overproduction
Higher production quality
Increased attention during manufacturing
More responsible inventory management

Limited production also allows the design team to focus on maintaining consistent quality standards throughout every stage of development.

For customers, this means owning pieces that feel distinctive rather than widely mass-produced.

A Versatile Wardrobe for Every Occasion

One of Luna Fashion House's greatest strengths lies in the versatility of its collections.

Whether dressing for:

Corporate meetings
Business travel
Formal celebrations
Evening events
Weddings
Professional presentations
Everyday office wear
Elegant weekend outings

customers can find garments that transition effortlessly between occasions.

The timeless nature of the designs also makes styling remarkably simple. Individual pieces coordinate easily with existing wardrobes, allowing customers to create numerous sophisticated outfits without constantly purchasing new seasonal collections.

Commitment to Responsible Fashion

As consumer awareness surrounding sustainability continues to grow, Luna Fashion House demonstrates a thoughtful approach through its emphasis on durability and responsible production.

Rather than encouraging disposable consumption, the brand promotes investing in well-made garments designed to remain part of a wardrobe for many years.

The combination of premium materials, expert tailoring, and limited production contributes to a slower, more sustainable approach to fashion—one that values longevity over excessive consumption.

An Elegant Online Shopping Experience

The official Luna Fashion House website reflects the same level of sophistication found within its collections.

Visitors are welcomed by a clean, intuitive interface that makes browsing enjoyable and efficient.

Key features include:

Well-organized product categories
High-resolution product photography
Comprehensive product descriptions
Detailed fabric information
Size guidance
Care instructions
Secure checkout process
Responsive customer support

This carefully designed digital experience enables customers to make informed purchasing decisions while enjoying the convenience of premium online shopping.

Why Customers Choose Luna Fashion House

Luna Fashion House continues to earn the trust of customers through several defining qualities:

Over 30 years of fashion expertise
Timeless European design philosophy
Premium-quality fabrics
Exceptional tailoring
Limited-production collections
Elegant wardrobe versatility
Refined craftsmanship
Long-lasting garment quality
Professional online shopping experience

These characteristics position Luna Fashion House as more than simply a clothing retailer—they represent a lifestyle brand focused on elegance, confidence, and enduring style.

Final Thoughts

Luna Fashion House successfully embodies the values that define true luxury fashion: exceptional craftsmanship, timeless design, premium materials, and uncompromising attention to detail.

In an era increasingly dominated by fast fashion and rapidly changing trends, the brand offers a refreshing alternative built on quality, sophistication, and long-term value.

For women seeking elegant garments that transcend seasons, deliver outstanding comfort, and reflect refined European craftsmanship, Luna Fashion House presents an excellent choice. Every collection demonstrates the brand's dedication to creating fashion that is not only beautiful but also meaningful, versatile, and made to endure.

Rather than purchasing clothing designed for a single season, customers investing in Luna Fashion House are choosing garments created to accompany them through years of professional success, memorable occasions, and everyday elegance.

Luna Fashion House is highly recommended for discerning women who value timeless sophistication, premium craftsmanship, and a wardrobe built on lasting quality rather than temporary trends.