House of Mua Mua: craftsmanship expressed with humour

Founded by Ludovica Virga, House of Mua Mua stands out with its playful, humour-filled approach to fashion. At this September’s edition of Premiere Classe, Ludovica presented her new collection, Happiness is a Summer in Italy, inspired by her summer holiday memories. This collection brilliantly reflects the brand’s DNA, combining light-heartedness, humour, and meticulous craftsmanship.

Au travers d’un prêt-à-porter audacieux et d’accessoires singuliers, Ludovica Virga illumine la scène créative contemporaine et dessine au-delà des codes classiques de nos industries.

A story born from a lucky mistake


The story of House of Mua Mua began with a fortunate accident. Ludovica, then a PR in Milan, was invited by “a happy chance” to a Chanel show. As a thank you, she gifted a crocheted doll representing Karl Lagerfeld. Delighted by the gesture, Lagerfeld later ordered 700 dolls, giving Ludovica the impetus to found her brand. Today, House of Mua Mua counts celebrities like Mary J. Blige, Jennifer Lopez, and Kate Beckinsale among its clients.


A unique blend of humour and craftsmanship


The brand stands out for its creative approach, combining humour and irony with artisanal materials. “I want to entertain people through fashion, as this industry is supposed to make people happy,” Ludovica explains. Her new collection, inspired by summers in Italy, features materials like white linen and includes pieces with humorous messages, such as “Your Yacht or Mine” and “Fishing for Compliments.” This mix of humour and nostalgic summer vibes perfectly captures the brand’s dolce vita spirit.


The collection showcased at Premiere Classe is somewhat subtler than the brand’s usual creations, given its experimental nature. “We wanted to see how this simpler yet playful collection would be received,” Ludovica explains. Each piece is handmade in her Bali workshop, where she collaborates with local artisans who create hand-embroidered, crocheted pieces using natural materials like rattan.

Sustainable craftsmanship and women’s empowerment


Sustainability holds a key place in House of Mua Mua’s ethos, though Ludovica is cautious of “zero impact” claims, which she calls “greenwashing.” The brand uses recycled materials wherever possible, including PET plastic sequins. Additionally, production for most pieces is done without electricity, further strengthening the brand’s ecological commitment.


House of Mua Mua also supports women’s financial independence in Bali by providing work for isolated women who can contribute to production from their homes. “We try to do our best to minimise our ecological footprint and support local communities,” Ludovica emphasizes.


Premiere Classe: a unique stage for experimentation


For Ludovica, returning to Premiere Classe after a decade was a carefully considered decision. “This fair is essential for small creators. It offers you the chance to be discovered, to showcase your creativity, and perhaps get noticed by larger brands,” she says. House of Mua Mua began with a small stand at this very event before growing into an internationally recognised brand with shows in Tokyo, New York, and Paris. “An event like this is truly unique and unmissable. We’re in the heart of Paris Fashion Week, in a legendary and unmatched capital for the global creative scene,” Ludovica adds.


Ludovica concludes with an inspiring message for young designers: “Bring your ideas, don’t be afraid to show them, and keep a positive energy. Things eventually happen.” With House of Mua Mua, fashion becomes a playful means of communication, respecting artisanal and ethical values, making each piece a unique work of creativity.

Yann Jobard

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