>>92779515If you actually read "behind the painted smile", Moore says his proposal for The Doll was written when he was only 22 years old (circa 1975), submitted to a scriptwriting contest, and lost.
In 1980 he and David Lloyd decided to work on something together. Moore wanted to do a gangster story, but Lloyd was sick of drawing 30s era stuff. Moore recalled his old idea for The Doll and mentioned it to Lloyd, and they decided that maybe something distopian set in the near future should be the way to go. Then they started thinking of the new story.