A Journey from Passion to Creation | the Morocco Chapter
Luana Collective, formerly Luana Bags, was born in 2023 from a deep passion for fashion, accessories, and vibrant colours. "Luana" means happiness and joy in Hawaiian culture, a spirit that deeply roots the brand, reflected in the use of vibrant colours and ready-to-wear sets. Since childhood, I've adored colours and travel, finding solace in their ability to brighten any day, no matter the location or weather. Inspired by a transformative trip to Marrakech, Morocco, I was captivated by its vivid rugs, spices, and accessories. What started with importing a few bags quickly turned into many bags and more orders, and that's when Luana was born.
Expansion and Sustainability | the Bali Chapter
After I decided to move to Bali, we seized the opportunity to craft another line of bags, prioritizing sustainability by repurposing leftover t-shirt material. Now, Luana supports not only Moroccan women but also stay-at-home moms in Java, Indonesia, offering unique, tailor-made bags. Beyond bags, we’ve extended our range to include matching accessories, promoting mix-and-match versatility with bold colours.
The rebranding to Luana Collective
My passion for creating has always gone beyond bags. While building Luana Bags, I became deeply inspired by the beautiful organic cotton and linen fabrics Bali has to offer. From a young age, I’ve always loved matching sets, making the step into clothing a natural and intuitive evolution.
This journey led to the rebranding of Luana Bags into Luana Collective — a brand rooted in elegance, luxury, and community. Created for colourful, confident women around the world, Luana Collective empowers women to feel comfortable, confident, and ready to be seen, while adding a subtle sparkle of colour to everyday life.
Whether for a night out, the office, the gym, or a beach escape — Luana Collective is designed to feel effortless, feminine, and empowering.
Upcyling blazers | the Lisbon Chapter
From Bali, I decided to move to Lisbon. As an entrepreneur, you stay open to every opportunity a new place brings — and Lisbon quickly revealed itself as a true vintage heaven.
During a visit from my mother, we were both inspired by the incredible selection of blazers we found everywhere. In Lisbon, we also found a local tailor to work with, allowing us to support the local community here as well. At the same time, I wanted to introduce a more timeless, non–season-dependent piece into the collection, without losing our focus on colour and sustainability.
This naturally evolved into upcycled blazers — reworked with bold prints, vibrant colours, and feminine details such as open backs and bow ties.
Today, you can step out dressed in Luana from head to toe — from outfit to bag and accessories. We couldn’t feel prouder. And I certainly couldn’t have done this without my new business partner: my coolest mum.
Above all, thank you to everyone who has supported Luana so far — and in doing so, supports the incredible tailors and makers across different countries around the world.
I can’t wait to see where we continue to grow from here.
With love,
Demi
Founder of Luana Collective
