There are brands, and there are houses of craft. Luna Fashion House has always belonged to the second kind. Its story did not begin with a trend or a launch. It began in 1990, in Pozarevac, Serbia, when Biljana Jovanovic founded a house on a single conviction: that a woman's clothing should be built with the patience of true tailoring and made to last far longer than a season.

For more than three decades, that conviction has not moved. Every Luna piece is designed and handcrafted in Europe, in small and deliberately limited runs, by women-led ateliers that treat fabric as material to be respected and every seam as a decision. Ethically chosen silks and considered viscose blends. Hand-finished pleats. The precision of real tailoring. In a market built on disposability, Luna was built on permanence: clothing meant to be kept, restyled, and remembered.

A house defined by femininity as strength

What distinguishes Luna is not only how it is made but what it believes. In Luna's hands, clothing is not costume. It is composure. Each tailored blazer, dress, and considered separate is cut for a woman who is strong and graceful at once, who wants to feel entirely herself in every room she enters. Luna has always held that femininity is not softness in place of power, but a form of it. That belief lives in every fold and every line.

The American chapter

In 2025, Luna Fashion House opened a new chapter in the United States. This was not a change of identity. It was an extension of reach. Luna Fashion House is represented and operated in the United States by Amaretta LLC of Newport Beach, California, which holds exclusive United States rights and partnership.

That chapter is led by Margareta Petrovic, President for the USA of Luna Fashion House and Chief Executive Officer of Amaretta LLC. Petrovic did not leave one field for another. She spent her career as a cybersecurity and AI executive learning to tell the difference between what looks right and what is actually built right, and she brought that same standard to Luna's American house.

Our purpose in the United States is to give women a wardrobe that moves powerfully from the boardroom to the evening, pieces that feel like confidence you can wear.

Margareta Petrovic, President for the USA

The house remains European in origin and in hand. What American women receive is the same garment, made the same way, by the same ateliers, now within reach.

Made in small numbers, on purpose

Luna does not produce in abundance. Every collection is made in limited quantities, not for exclusivity as status, but because restraint is part of the craft. When you choose a piece from the latest collection, you are choosing one of few, made to accompany the moments that matter: the presentation where the recognition finally came, the dinner you dressed for with care, the occasions you will remember.

This is not fast fashion finding a new market. It is a European house, more than thirty years in the making, extending its work to women who value what it stands for. Tradition with a contemporary reach. Elegance that does not expire.

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This is Luna.

Discover the house through the Luna Signature Collection.