HOUSE of MUAMUA

Designer

Ludovica Virga

Category

Women’s / Ready To Wear

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

For the creative director Ludovica Virga, fashion is fun and is not to be taken too seriously. ‘I’ll save the world one sparkle at a time’,she says. House Of Muamua is the development of Muamua Dolls, a project by Ludovica in 2009. It was a line of crocheted dolls that esembled famous fashion characters. They went viral and ended up in the best stores in the world also thanks to the help of a special friend : Karl Lagherfeld. Back in 2009 when Ludovica was working for Elle Italia, she happened to receive an invite along with a dress for the Chanel Cruise collection show in Venice. She was over the moon and to thank Karl, she gifted him a Muamua Doll in his likeness. Karl loved it so much that throughout the party, he was hanging out with the doll. He never left it for a second and seeing that the media went crazy about the mini Karl and soon it was the hot talk of the fashion town.

―What is the brand’s concept? What do you want to communicate through fashion designing?

The Italian high fashion house showcases irony and bold femininity. The Brand’s philosophy is ‘I don’t give a chic’. ‘Fashion is not to be taken seriously’. 
As Luvi says and we all at House of Muamua believe that fashion is all about having fun and spreading happiness. 
We design clothes that strike a   conversation and connect people with laughter and fun.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

We try to add a spark of happiness and fun in everyone’s life with our iconically funny quotes and bling blings. Everything around us inpires us. Muamua’s are badass who don’t give a chic.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

House of Muamua is for “Bored Billionairs with a sense of Humour”. We are in all top holiday destinations like Ibiza, Capri, Venice, St. Barth, St. Tropez, Palm Beach, Copenhagen etc. Our online clients usually are from the United States. We are also immesely love of celebrities like Paris Hilton, Madonna, Gwen Stefani, Doja Cat, Lele Pons, Avril Lavigne, Saweetie and so on.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Chanel has a big impanct in the creative director’s life since it all started from there.Back in 2009 when Ludovica was working for Elle Italia, she happened to receive an invite along with a dress for the Chanel Cruise collection show in Venice. She was over the moon and to thank Karl, she gifted him a Muamua Doll in his likeness. Karl loved it so much that throughout the party, he was hanging out with the doll. He never left it for a second and seeing that the media went crazy about the mini Karl and soon it was the hot talk of the fashion town. Karl then ordered 500 dolls to be sold in Karl lagerfield stores and helped Ludovics start her brand.

About 2025 S/S collection

―Why have you chosen Tokyo (Rakuten Fashion Week TOKYO) as the venue for presenting your collection?

Tokyo is known for its distinctive and avant-garde fashion scene. Designers like Ludovica who want to align their brand with innovation, creativity, and a cutting-edge aesthetic find Tokyo Fashion Week an ideal platform. The fashion community in Tokyo is known for its diversity and openness to new ideas. Designers can experiment with bold concepts and unique designs, knowing that there is an audience that appreciates creativity and innovation.

―What is the concept / image for your brand’s 2025 S/S season?

Muamua’s SS25 is inspired by nature. Muamua fashion is all about having fun! We would not like to disclouse the entire concept yet but we are known for our ironic funny quotes and bling bling and you can definitely expect that.

―What is your vision for your show / installation?

We expect the show to be as fun as we had in making the collaction.

Future

―What are your brand’s future outlook and goal?

We would love to enter the Tokyo market and furthur chanel into Asia as a whole. Tokyo Fashion Week is a gateway to the broader Asian market, including China, South Korea, and Southeast Asia. It’s an opportunity to attract buyers, media, and consumers from these regions, which are significant fashion markets.

About TOKYO

―What does Tokyo represent for you?

Tokyo has a rich cultural history that blends traditional and modern elements. Designers can tap into this fusion to create a collection that resonates with both local and global audiences. Tokyo is a hub for avant-garde fashion, where designers like Rei Kawakubo (Comme des Garçons), Issey Miyake, and Yohji Yamamoto have made their mark with their unconventional designs. Their work often explores themes of deconstruction, asymmetry, and the fusion of traditional and modern aesthetics.

―Which parts / sites of Tokyo do you like most? Why?

Tokyo has many interesting sites. Especially for food, fashion, history, nightlife etc. Some of my favourites are Shibuya’s bustling energy, iconic and vibrant youth culture. Harajuku’s quirky, colorful shops and cafes, as well as the unique fashion styles you’ll see on the streets etc.