Mdvanii is launched in New York at the prestigious store F.A.O Schwarz.
Between 1990 and 1993, several different new characters will be added to Mdvanii's world, creating the start of a whole entourage for her: Dheei (1990) Rhogit-Rhogit et Zhdrick (1991), Soraya (1992), Edie et Tzulli (1992) The first male dolls which appeared in 1992 were also sexually defined and had a condom and a text promoting Safe Sex in their box.
Mdvanii will be welcomed by a full-page article in THE NEW YORK TIMES titled “Beautiful But No Bimbo: A Doll For The 1990s”. Soon after she will be launched at F.A.O Schwarz in NYC and in others places thoughout the USA. Other press coverage include articles in THE SUNDAY TIMES, VOGUE, HARPER’S BAZAAR, ELLE, ACTUEL, GLAMOUR, MARIE CLAIRE, L’OFFICIEL, VOGUE, CONTEMPORARY DOLL MAGAZINE, and even PLAYBOY and LUI etc..
BillyBoy* is also regularily sollicitated to write for the international press on subjects related to contemporary art, high fashion history, fashion dolls and also doll’s houses and decoration. Mdvanii is photographed by artists Christine Spengler, Pierre Rutschi, Antoine Giacomoni as well as by mythical Studio Harcourt.
In the early 1990s also, Surreal Bijoux is transfered from the Rue de la Paix to Rue du Cherche-Midi in Paris. An ancient butcher shop from the 1910s, with its original exterior decoration (Belle-époque enameled paintings and meat hooks) is turned inside into an all "Shocking Pink" box, with authentic Paul Poiret furniture lacquered pink, dedicated to Mdvanii and BillyBoy* jewels. Two other rooms include the office of Surreal Productions (with its newly invented fax machine!) and the large atelier were the dolls are actually mounted, painted and dressed.
From April to May 1990, 100 pieces of BillyBoy* own high fashion collection are shown at Cours Mont Royal in Montreal, Canada. They include masterpieces by Paul Poiret, Elsa Schiaparelli, Coco Chanel, Jeane Lanvin, Madeleine Vionnet, Jean Patou, Christian Dior, Cristobal Balenciaga, and many, many more. BillyBoy* writes his manifesto "Why I Collect Butterflies And Not Stamps" and makes an analogy between the fragility and the ephemeral nature of high fashion garments with the one of the butterflies. The title of the exhibition is “Le Grand Tra La La”. Mdvanii is featured in the show and makes her first appearance in Quebec at GianFranco Ferré's boutique.
The "Le Grand Tra La La" is shown at Bloomingsdale's, New York in the "Vive La France" exhibition.
During these exhibitions, Mdvanii is availaible at Gianfranco Ferre's Boutique in Montreal and on special order to Surreal Productions in Paris at Bloomingdale's.
In 1991 (until 1993), BillyBoy* is starring guest on the most popular weekly French TV show starring Christine Bravo, called “Merci et encore Bravo”. He is featured in humouristic sketches and mock-parodies about how to be "glamorous" in which he appears in unusual settings, Surrealistic, Baroque and Pop Art at the same time, in hilarious costumes and eccentric situations. Called “Art de Vivre” de BillyBoy*" they were written by Lala and often filmed in their parisian apartment, the famous apartment of impressionist painter Vuillard.
1992: BillyBoy* published with Maeght Editeur, “Bleuette, la petite fille modèle de la Collection BillyBoy*”. Considered today by many a collector as the “Gûtenberg Bible of Bleuette", this 990-page book is the ultimate anthology on the first popular fashion doll which has been a reflection of French high fashion and society from 1905 to 1960. On this occasion, BillyBoy* created his own Petite Fille Modèle doll in homage to Bleuette. Also entirely hand-made in his atelier, this collector’s doll has been made in very limited series (about 200 examples in total). La Petite fille modèle is the only creation of BillyBoy* which was created for children, as well as adults.
1993: BillyBoy* directs with Lala a video clip for the Japanese band “SuzySusie”. It becomes a Top of the Pops favourite for 17 weeks!
The photographic exhibition “Le Jardin Secrêt de Mdvanii by BillyBoy* sponsored by the FNAC galleries and stores travels in different cities of France for three years. Just before the end of the tour, the trunks containing the entire collection are stolen! A poetic and humourous text was written by Edmund White, the visionary author who invented the term “gay author”.
BillyBoy* models on the runway for Yohji Yamamoto.
The magazine L’OFFICIEL runs a 14-page feature story on BillyBoy* titled “L’incroyable BillyBoy*”. On this occasion, Mdvanii is presented as the “Ambassador of French High Fashion” and is dressed by Thierry Mugler, Torrente, Louis Féraud, Révillon Haute Fourrure (where she'd be presented during the runway fashion shows along with the human-sized furs), and others as well as by BillyBoy*. The magazine has their own exclusive Mdvaniis for special clients and was available through the magazine dressed as she was on the cover of this iconic french fashion review. For VOGUE Hommes, there are creations by Claude Montana, Nina Ricci, Balenciaga, and many, many others.
In 1993, BillyBoy* and Lala decide to leave Paris and move to the Normandy coast to a house by the sea in Trouville (next to Deauville) in September. From this date, BillyBoy* decides to withdraw himself from the public attention and refuses all interview and press coverage. This decision will be kept until 2005.
In 1993, BillyBoy* becomes officially an expert and member of the Union Française des Experts, specialized in high fashion and textile history, contemporary art and fashion dolls (and toys in general). This highly prestigious organization encouraged him where he assisted auctions for Millon, Tajan and others, worked with the experts Camard and family, wrote catalogues and helped set record prices for things at auction via his expertise. Being an expert in France has the status of someone with the legal responibility in which the experts word enters into any legal dispute and requires the studies and internship for five years to be authorized.
From 1994 and 1997, BillyBoy* and Lala develop the artistic evolution of Mdvanii, which will be made in porcelaine, as all the members of the tribe. New "teenage" boy and girl dolls are included in the Mdvanii family. Tzulli, Muio-Bix, Ishwar, Jobbi, Yucef, Ouimi (1996-97).
During this highly creative period, several other fashion dolls are created: Mademoiselle Rivière and Bénedict, wooden dolls inspired by the eccentric fashions of the Merveilleuses and Incroyables which were the fashionistas of the French revolution: entirely hand-carved and hand made by fishermen in Honfleur, a neighbouring seatown, they are dressed in antique fabrics from the times. Lala hand-finished the roughly carved dolls and painted them, like he has been doing now since many years for all of their artworks and Mdvanii and family pieces. Prior to his painting every Mdvanii, he had a staff of employees, specially trained artisans in the workshop, who reproduced exactly his prototypes. Every season had it's own make-up styles and colours entirely designed and named by BillyBoy*. Another doll creation is the boudoir-style doll ZIBBI, “the Modern-Age” doll” inspired by the Wiener Werkstätte and dressed with authentic Art Deco fabrics.
Mdvanii’s nature as a revolutionary fashion doll for adults has evolved and is now defined as “a sculpture with a lifestyle”. Mdvanii artworks are regularly exposed in Japan.
A selection of BillyBoy*’s own wardrobe composed of Vivienne Westwood, John Galliano and Jean Paul Gaultier is included in the exhibition "Art and Fashion 1960-1990" in Brussels, Belgium - Le Musée des Beaux-Arts. For the opening BillyBoy* creates stupor while wearing the original runway example of the famous Yves Saint Laurent “Mondrian” dress from his own collection.
In June 1997, BillyBoy* et Lala decide to leave France and move from Trouville to Lausanne, in Switzerland.