She’s a new mom, Matthew McConaughey's girlfriend and of course is absolutely stunning, but according to trendy Los Angeles boutique Kitson that hasn’t been enough to sell model-turned-designer Camila Alves' handcrafted handbags. The Brazilian beauty is the latest celebrity to have brought out her own fashion label Muxo which has flopped at the popular store and gone into the discount heap alongside the Lauren Conrad Collection and Victoria Beckham’s DVB Denim range. "When Camila launched Muxo in August last year she told us she was ready for hard work and was going to do all she could to promote the line," said a Kitson rep. "But she hasn’t even been into the store once since and we can’t even get in contact with her." The boutique claims to have spent $50,000 on the intricate handbags which come all the way from Brazil and have only managed to sell half, leaving them with a $25,000 deficit and even at 60 percent off (with a free DVD of McConaughey’s "Surfer Dude" for every purchase) Muxo still isn’t moving. The price point is ridiculous; she can’t compete with Gucci and Louis Vitton if she’s not going to even promote it. Camila also promised to build a Muxo diaper bag but never delivered," the Kitson rep told Tarts, adding that they’ve since heard word that Alves’s mother in Brazil is really the mastermind behind the bags. However Tarts has learned that McConaughey's girlfriend is going ahead with designing a diaper bag - but it will be exclusive to Lucky Brands. And according to Camila’s camp, Muxo has been very successful. "Ms. Alves, a dedicated business owner and mother, is committed on a full time basis to the minute-by-minute operations at Muxo, a commitment that has not wavered before or since the birth of her son Levi," a rep for Muxo told Tarts. "Ms. Alves designs and manufacturers her one-of-a-kind line for the specialty and luxury hand bag markets using fine leather materials and labor intensive hand texturing techniques. Each bag, hand cut, finished and sewn, requires a second overlay process for the final artwork application that makes each and every bag unique and one-of-a-kind. The pricing of Muxo handbags is both appropriate and reasonable for the retailers and their customers." And according to Bettina Duncan, owner of Bettina Duncan at Fred Segal which also stocks the line, Muxo is selling up a storm. "Our clients are tired of the ubiquitous big brand names. They are looking for the unusual, stylish, individual designers that offer something really unique. All in all, the bags have been an immediate hit in an very tough market," Duncan told Tarts. But it looks like the Muxo madness has triggered a store war between the two leading Los Angeles boutiques. "Why buy at Bettina when you can buy the same bag at Kitson for 60 percent off? How many bags have they really sold, in this economy no one wants to be seen showing off a luxury handbag," a Kitson rep spat back. "An inside source was at the recent Muxo trunk show at Fred Segal and no one bought a bag." Meow.