Press

Brand facts

Luna Fashion House uses these facts everywhere, on this site and in its structured data. Journalists may rely on them for reference.

• Luna Fashion House, also written LUNA Fashion House, is known in Serbia as Modna kuća Luna.
• The house was founded in 1990 in Pozarevac (Požarevac), Serbia, by Biljana Jovanovic (Jovanović), who owns and directs it.
• Luna designs European womenswear, focused on tailoring, coats, and dresses for occasion and executive dressing.
• Every piece is designed and made in Europe, and the parent house runs its own production facility in Serbia, as the Intellectual Property Office of the Republic of Serbia reported in 2024.
• The house in Serbia is the parent brand, and its own site is fashion-luna.com.
• Luna Fashion House USA is the United States operation of the house. It launched in 2025 and sells at lunafashionhouse.com.
• Amaretta LLC, 4590 MacArthur Blvd, Suite 500, Newport Beach, California 92660, operates Luna Fashion House USA under exclusive United States rights and partnership. Amaretta LLC is a separate company from the Serbian parent house.
• Margareta Petrovic is President for the USA of Luna Fashion House and Chief Executive Officer of Amaretta LLC.
• LUNA FASHION HOUSE is a United States federally registered trademark owned by Amaretta LLC, U.S. Reg. Nos. 8,175,763 and 8,175,765.
• In the United States, Luna sells at full price with no sales or discount codes, ships free on every US order, and accepts free returns and exchanges within 30 days of delivery.
• Luna Fashion House has no connection to lunafashionhouse.co.uk, which is a separate business (brand clarification).

Company descriptions

Journalists may use either description as a factual reference.

Short description

Luna Fashion House is a European womenswear house founded in 1990 in Pozarevac, Serbia, by Biljana Jovanovic. It designs tailoring, coats, and dresses for occasion and executive dressing, all made in Europe. In the United States, Luna Fashion House USA is operated by Amaretta LLC of Newport Beach, California, and led by Margareta Petrovic, President for the USA.

Long description

Luna Fashion House is a European womenswear house founded in 1990 in Pozarevac, Serbia, by Biljana Jovanovic, who owns and directs the house and leads its design and production. Luna makes structured tailoring, wool coats, and dresses for occasion and executive dressing, designed and made in Europe. The Serbian house remains the parent brand, and in 2024 it received the WIPO IP Enterprise Award for 2024 in Serbia. In 2025 the house opened its United States operation, Luna Fashion House USA, at lunafashionhouse.com. Amaretta LLC of Newport Beach, California, runs it under exclusive United States rights and partnership, and Margareta Petrovic leads it as President for the USA of Luna Fashion House and Chief Executive Officer of Amaretta LLC. In the United States, Luna sells at full price with free shipping and free 30 day returns, and Best of Best Review named it the Best Women’s Luxury Business Clothing Brand in the USA of 2026.

Leadership

Biljana Jovanovic, Founder, Owner and Director

Biljana Jovanovic founded Luna Fashion House in 1990 in Pozarevac, Serbia, and has led it since as owner, director, and creative principal. She sets the standards for fabric sourcing, garment construction, and production at the house. In 2024 the Intellectual Property Office of the Republic of Serbia reported that the house, with her as owner and director, received the WIPO IP Enterprise Award for 2024. Her full biography is on the Founders page. Photographs of Biljana Jovanovic are available on request from the press contact.

Margareta Petrovic, President for the USA of Luna Fashion House and Chief Executive Officer of Amaretta LLC

Margareta Petrovic leads the United States operation of Luna Fashion House as President for the USA and serves as Chief Executive Officer of Amaretta LLC in Newport Beach, California. Before Luna, she spent more than 15 years as a cybersecurity executive at Accenture, Wipro, and Tata Consultancy Services. She is a member of the Forbes Business Council. Her press fact sheet (PDF), Forbes Business Council profile, and LinkedIn profile carry her full background, and the Founders page has her biography.

Media assets

These files are approved for editorial use about Luna Fashion House, and each link is permanent. Please credit Luna Fashion House.

• The Luna Fashion House logo is a black PNG on a transparent background, 6000 by 3375 pixels.
• The tightly cropped logo is the same black PNG on a transparent background, 6000 by 1745 pixels.
• The Margareta Petrovic portraits are 4 high-resolution JPG photographs in one ZIP file of 11 MB.
• A single portrait of Margareta Petrovic is available as a 1398 by 1872 pixel JPG.
• Margareta Petrovic's press fact sheet is a 1 page PDF.
• The Spring Summer 2026 media kit is a PDF of 8 MB with the brand story and product photography.
• The Spring Summer 2026 lookbook is a PDF of 19 MB, and the Fall Winter lookbook is a PDF of 2 MB.

The brand history is on the About page, and the facts above cover the United States company.

Each item below links to its source. Coverage, profiles, events, awards, company announcements, and retail listings are kept in separate lists so that each can be judged for what it is.

Editorial coverage

• ELLE Baltic, July 7, 2026. Where Fashion Meet Performance: Inside an Exclusive Porsche Downtown Los Angeles Editorial. The magazine published the Porsche Downtown Los Angeles editorial and credits Luna Fashion House as a designer, alongside No Sesso.
• Harper's BAZAAR Serbia, July 8, 2026. Međunarodni modeli i glumci okupili se u Los Anđelesu, published in Serbian and in English as International Models & Actors Gather in Los Angeles for an Exclusive Porsche Campaign. The credits list Luna Fashion House among the designers of the same editorial.
• La Peninsula, September 3, 2026. Luna Fashion House Brings European Craftsmanship to OC Fashion Week. The magazine reported on the Luna presentations at OC Fashion Week on August 28 in Tustin and August 29 in Laguna Beach, 2026.
• La Peninsula, April 6, 2026. Luna Fashion House Hits Catalina Island. The magazine reported on Luna at Orange County Fashion Week and its first editorial shoot on Catalina Island.

Profiles and interviews

• Global Woman Magazine, October 15, 2025. Margareta Petrovic: Where Technology Meets Timeless Elegance. The magazine interviewed Margareta Petrovic about her path from technology to leading Luna Fashion House in the United States.
• Forbes Business Council. Margareta Petrovic, member profile. The profile names Luna Fashion House (US, operated by Amaretta LLC) and the founding of the house in Serbia in 1990 by Biljana Jovanovic.

Expert contributions

• Forbes, July 2, 2026. Expert panel, How To Build Product Bundles Customers Actually Want. Margareta Petrovic is quoted for Luna Fashion House (U.S., operated by Amaretta LLC).
• Forbes, June 26, 2026. AI Is Coming For Fake Value is an essay by Margareta Petrovic, President for the USA of Luna Fashion House.

Fashion shows and events

• OC Fashion Week, August 28, 2026, Ever Club, Tustin. The organizer's official site, ocfashionweek.com, names Luna Fashion House among the featured designers of the show.
• OC Fashion Week, spring 2026, Catalina Island. Luna took part in Orange County Fashion Week and held its first editorial shoot on Catalina Island, as La Peninsula reported. Luna's own account is in Luna Fashion House at OC Fashion Week 2026.

Awards and recognition

• Best of Best Review, March 2, 2026. The award is Best Women’s Luxury Business Clothing Brand in the USA of 2026.
• Evergreen Awards, 2025. The award is Best Accessible Luxury Womenswear in the U.S. of 2025.
• Intellectual Property Office of the Republic of Serbia, November 4, 2024. The office announced that the WIPO IP Enterprise Award for 2024, a special award for women entrepreneurs, was presented to the parent house in Pozarevac and its owner and director, Biljana Jovanovic. This award belongs to the Serbian parent house.

Company and partner announcements

• Press release, October 2, 2025. Luna Fashion House Launches in the U.S. with Limited-Edition Capsule Collections is a company press release that Luna Fashion House issued through PRWeb to announce the United States launch.
• Paris Runway Official, July 2026. Paris Runway Official Teams Up with Film Director Brian Metcalf for Exclusive Porsche Editorial with Actors & Models in Los Angeles. Paris Runway Official coordinated PR for the Porsche Downtown Los Angeles editorial, and this is its own account of the shoot, which credits Luna Fashion House as a designer.

Retail and marketplace presence

• Wolf & Badger — Designer Profile and Retail Partner. Wolf & Badger carries Luna Fashion House and has featured the house's European tailoring heritage, founding in 1990, small-run atelier production, coats and occasion dressing. See Luna Fashion House at Wolf & Badger. Luna's announcement is Luna Fashion House Is Now on Wolf & Badger.
• Macy’s online marketplace carries select Luna Fashion House dresses, coats, and blazers, and more styles are being added. See Luna Fashion House on Macy’s. Luna's announcement is Luna Fashion House Brings Select Dresses, Coats, and Blazers to Macy’s Online Marketplace.
• NOT JUST A LABEL lists Luna on its Luna Fashion House designer profile.

Collaborations

• Porsche and Porsche Downtown LA. Luna designed the wardrobe for an editorial built around the Porsche 911 Turbo S, directed by Brian Metcalf and photographed by Christian Mercado, and ELLE Baltic and Harper's BAZAAR Serbia published it. See the story.

More about Luna

The history of the house, from its founding in Pozarevac in 1990 to the United States operation, is on the About page, and both leaders are introduced on the Founders page.

Where to buy Luna Fashion House

Luna Fashion House is sold at lunafashionhouse.com, through Macy’s online marketplace, and from November 1, 2026 in the Wolf & Badger Los Angeles store. Every channel is listed on the where to buy Luna Fashion House page.

• Luna Fashion House Brings Select Dresses, Coats, and Blazers to Macy’s Online Marketplace
• Luna Fashion House Brings a Selection of Its Coats and Dresses to Wolf & Badger Los Angeles From November 1

“Luna Fashion House makes the clothes you wear when the moment matters. The tailoring does its work before you walk in, so you can do yours.”