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.