There are brands, and then there are houses of artistry. Luna Fashion House, a premier womenswear atelier, stands among the latter, a legacy woven from devotion, detail, and a deep understanding of what it means to dress the modern woman.
Founded in Serbia in 1990 by a mother-and-daughter team, Luna has spent more than three decades mastering the art of women’s tailoring. In 2025, the house crossed the Atlantic for the first time, brought to the United States by Serbian-American entrepreneur Margareta Petrovic, marking a new chapter in its story while still helmed by founder and CEO Biljana Jovanovic.
This is not merely a tale of fashion; it is one of heritage, craft, and the enduring power of femininity.
In a world of haste and overproduction, Luna stands apart. From the beginning, its philosophy has been rooted in craftsmanship, ethics, and permanence. Each piece is ethically crafted by female artisans in European factories where generations of skill and artistry merge. Every garment is hand-tailored in small-batch production, with a 15-point quality inspection that assess fabric quality, color matching, stitching quality, seam integrity, and print pattern accuracy, among other detail-oriented points that prep each item for final inspection and shipment.
From the first sketch to the final stitch, Luna’s pieces are designed by women, for women, those who embody the subtle balance of strength and softness that defines true femininity.
Luna’s ateliers hum not with machines but with care. Delicate fabrics, ethically sourced silks, wool, and eco-conscious viscose blends are shaped into garments that feel as personal as they look. Every seam is measured, every pleat purposeful. These are clothes built to live in your wardrobe, not just pass through it.
Before leading Luna’s U.S. expansion, Margareta Petrovic built a distinguished career in cybersecurity, holding leadership roles at Accenture, Wipro, and TCS. In a field often dominated by men, she became known for her precision and calm command, qualities that now inform her work in fashion.
Her pivot to luxury womenswear came from a deeply personal realization.
“It was difficult to find clothing that felt both powerfully professional and unmistakably feminine,” Petrovic shared. “I wanted to shape a wardrobe of fewer, better pieces, clothes that move with her, flatter her, and make her feel quietly confident through every part of her day.”
Her approach marries the logic of a technologist with the heart of an artist. Luna’s collections are curated, intentional, and data-informed, built around a capsule wardrobe philosophy that prizes versatility over volume.
Luna designs for women who lead dynamic lives, women whose days span boardrooms, dinners, and countless moments in between. Its timeless capsule collections are made to move seamlessly from day to evening, from business to celebration.
Each garment carries Luna’s distinct blend of heritage and modernity, a structured silhouette softened by fluid movement, a tailored line offset by a whisper of lace. The aesthetic is feminine, polished, and enduring, reflecting an understanding that true style lies not in what changes, but in what remains.
Among Luna’s signature creations are:
Every collection is limited edition, ensuring exclusivity and intimacy. To own a Luna piece is to hold a fragment of the brand’s story, and to begin writing your own.
Winter, for Luna, is a season of reflection and grace. The Winter Collection captures the romance of European mornings, cobblestoned streets scented with coffee, soft light pooling against stone facades. It is for women who move through the world with calm assurance and unspoken elegance.
Each coat tells part of that story. Wool is chosen not just for its warmth, but for the way it holds shape and soul. The palette, beige, ivory, gray, black, and red, echoes the quiet drama of winter light. These are garments that don’t simply protect from the cold; they elevate it into something cinematic.
Among the season’s most celebrated designs:
Each piece is crafted for the modern muse, blending European craftsmanship with contemporary relevance.
“A Luna coat isn’t just worn,” said Petrovic. “It’s inhabited.”
Luna’s philosophy rests on a singular truth: femininity and power are partners.
The brand’s signature colors, luminous ivory, deep Bordeaux, and classic black, celebrates every shade of a woman’s life. Its silhouettes honor movement and confidence, allowing the wearer to feel composed yet free.
To step into Luna is to step into oneself, a version defined not by trend, but by timelessness.
Luna doesn’t chase novelty. It refines it. Each piece is created with the understanding that confidence should look as good as it feels, and that true luxury whispers rather than shouts.
Luna Fashion House believes that luxury begins with integrity. All garments are produced in small European ateliers led by women, spaces where innovation serves tradition. Technology assists where precision matters most, allowing artisans to focus on what defines excellence: hand-finishing, embroidery, and construction meant to endure.
There are no sweatshops, no shortcuts. Dignity, fairness, and environmental respect form the foundation of Luna’s ethos. The brand’s slow-fashion approach ensures every creation is made responsibly, beautifully, and to last.
Recently, Luna Fashion House was given an Evergreen Award for Best Accessible Luxury Womenswear Brand in the United States, a recognition that affirms the company’s commitment to quality, sustainability, and timeless design.
“This award validates our promise to women everywhere,” Petrovic reflected. “Style should serve your life with presence, ease, and durability.”
The Newport Beach-based U.S. team continues to evolve Luna’s offerings, with new limited-edition drops, editorial lookbooks, and styling guides that help women “wear more with less.”
Luna’s arrival in America marks more than a business expansion; it symbolizes a dialogue between cultures. In European ateliers, garments are conceived with patient artistry; in the United States, they find women who embody forward motion and freedom. Together, they meet in the perfect intersection of poise and purpose.
In New York’s boardrooms, Los Angeles’s art circles, and Chicago’s city streets, Luna finds its new stage. These are the women it was always meant for: driven, graceful, endlessly evolving.
Luna Fashion House invites you to rediscover elegance, not as extravagance, but as essence. Its collections remind us that what we wear can be both armor and art, expression and ease.
When you wrap yourself in a Luna coat or step into a Luna dress, you carry with you more than fabric. You bring three decades of European craftsmanship, the legacy of women artisans, and the quiet assurance of style made with soul.
This is not simply fashion.
This is Luna, made in Europe, designed for the world.
