Born on the beach of Bali in 2006. Ludovica Virga, designer and creative mind, decided to produce crocheted dolls made by the island’s inhabitants who, after the tsunami in Indonesia in 2004, were left without work because of tourism increasingly in crisis. The first creation of Ludovica, for all Luvilu, was born by chance as a gift for a dear friend.

But success comes only in 2009, when the designer during a Chanel fashion show in Venice, meets Karl Lagerfeld and makes a gift of a MuaMua doll with the features of the Kaiser of fashion. The designer began a collaboration with the Italian designer and in 2012, she was commissioned more than 500 dolls to be sold in Lagerfeld shops.