Moda Operandi

Founded in 2010 by Lauren Santo Domingo and Aslaug Magnusdottir, Moda Operandi is an online luxury fashion retailer that allows customers to preorder looks directly from designers, immediately after their runway show. The concept, which was conceived of by Magnusdottir in 2009, gives "women the power to choose from the full collection."[1]

Official Moda Operandi brand logo

Moda Operandi hosts online trunkshows that let customers secure runway fashion months in advance by placing a 50-percent deposit.[2] The site offers access to designer pieces that might not become available in traditional luxury retail stores.[3]

On May 2, 2013, the company launched a punk-inspired collection from designers including Givenchy, Balmain, Vivienne Westwood, and Dolce & Gabbana.[4]

References
  1. "Moda Operandi, From Aslaug Magnusdottir and Lauren Santo Domingo, Will Sell Designer Runway Fashion Direct to Consumers - WSJ". online.wsj.com. Retrieved 2016-07-14.
  2. "The Startup That Changed How Women Buy $10,000 Gowns". forbes.com. Retrieved 2016-07-14.
  3. "Moda Operandi: Click, Cash, Couture - Bloomberg". businessweek.com. Retrieved 2016-07-14.
  4. Marc Karimzadeh. "Moda Operandi to Offer Punk-Inspired Capsule Collection – WWD". wwd.com. Retrieved 2016-07-14.


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