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 a single 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. Since 1990 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 3 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.

The Serbian house remains the parent of the brand, owned and directed by Biljana Jovanovic, and publishes its own history at fashion-luna.com. The United States operation described below is its child market operation, run from Newport Beach by Amaretta LLC.

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 10 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, 2-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 12 to 40 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

Best of Best Review named Luna Fashion House the Best Women's Luxury Business Clothing Brand in the USA of 2026 (see the award), and the Evergreen Awards named it Best Accessible Luxury Womenswear in the U.S. of 2025 (see the award). In 2024 the parent house in Pozarevac received the WIPO IP Enterprise Award for 2024, a special award for women entrepreneurs presented by the Association of Business Women of Serbia with the Intellectual Property Office of the Republic of Serbia (see the announcement). Customer reviews for each piece appear on its product page and together on the customer reviews page. Every award and article, each linked to its source, is on the press page.

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 30 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. For press coverage, profiles, and awards, see the press page.

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

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As featured in Forbes

Margareta Petrovic, President for the USA of Luna Fashion House, was featured in the Forbes Business Council on July 2, 2026, in an expert panel on building product bundles. Read the feature on Forbes.

How Luna is made

Luna produces to demand. We do not discount. We do not follow trends. Every piece is made to live together for 10 years, so a woman can buy less, choose slower, and keep what she buys.