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In 2006 Ludovica Virga designed the first crocheted Mua Mua doll, Luvilu, as a gift for a friend. Success followed in 2009, when Virga met Karl Lagerfeld during a Chanel show in Venice and gave him a Mua Mua doll in his likeness. After that, the family of crocheted dolls quickly expanded to include new characters. Now, Mua Mua dolls are sold alongside equally playful women's apparel and accessories. Mua Mua dolls are made by inhabitants of rural Bali, and part of the proceeds are donated to help support girls ' education in the area.

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