More Details on Lauren Santo Domingo's Online Trunk Show Venture, Moda Operandi

More Details on Lauren Santo Domingo's Online Trunk Show Venture, Moda Operandi


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are starting to invest in online ventures — literally, like Nina Garcia, who recently sunk money into Fashism, and in the case of Lauren Santo Domingo, whose online trunk show venture was first reported in August.

Details of Santo Domingo's site have finally emerged: it's called Moda Operandi, or modaoperandi.com, and will launch during New York Fashion Week in February as members-only (although members can invite friends). The idea, which was conceived a year ago by founder Aslaug Magnusdottir, who used to head up merchandising for Gilt Noir, the private website for top spenders at Gilt Groupe, is to enable members to place orders from design houses in New York, London, Milan and Paris (including Thakoon, Proenza Schouler, Prabal Gurung, Narciso Rodriguez, Vera Wang, Alexander Wang, and Giambattista Valli) within 48 hours of their runway show.

Shoppers will put down a 50 percent deposit on their orders, which they will receive in roughly four months, versus the six month lag it usually takes for designer goods to hit retail. Clothes that don't fit can be returned.

For starters, Moda Operandi will be offering four women's collections a year — for Spring, Resort, Fall, and Pre-Fall — from about 50 designers, and in the downtime between collections, it will sell jewelry and accessories. There will also be editorial content like backstage interviews and stylist recommendations.

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