In 2006, Ludovica Virga, designer and creative mind, decided to produce crocheted dolls in the style of those made in Bali. After the tsunami in Indonesia in 2004, many of the island’s inhabitants were left without work because of declining tourism. The first creation of Ludovica was born by chance as a gift for a dear friend. Success came in 2009, when Ludovica met Karl Lagerfeld at a Chanel fashion show in Venice, and gifted a MuaMua doll with the features of the Kaiser of fashion. The designer began a collaboration with Lagerfeld in 2012, when more than 500 dolls were sold in Lagerfeld shops. The response was immediate; MuaMua dolls became a brand well-known in the fashion industry. The crochet doll family grew with new characters: Anna Wintour, Coco Chanel, Franca Sozzani, Lady Gaga and many others. Today, from the creativity of Luvilu and her ironic view of the world of fashion, MuaMua dolls has become a brand sold in the most important concept stores in the world. The first to believe in her was Luisa Via Roma in 2010, her creations range from the iconic dolls, funny t-shirts as well as an accessory line that has won international celeb. But MuaMua is also a reality with a strong aspect of charity and human: each doll is in fact made in Bali in rural areas inhabited by woman and older people living in difficult conditions, while part of the process of the sale of the collection is donated to a school in Sumbawa to help and support women education.