Shop This: Moda Operandi Lets You Shop the Runway

Wednesday, February 16, 2011

Moda Operandi logo
There have been a handful of defining moments in online designer shopping. At a time when online shopping meant mid-level department store finds at best, Net-a-Porter broke the barrier and brought us true designer goods online. And just when we were starting to question the depths of our pocketbooks, Gilt Groupe brought NYC-style sample sales to our computer monitors. And, starting today, the next revolution in online designer shopping is taking place.

Today marks the launch of new invite-only online shopping side Moda Operandi. According to their website, Moda Operandi "provides fashion trendsetters with access to complete collections from the finest brands - including exclusive ready-to-wear, accessories and jewelry - immediately following their runway show." Basically, they are taking the concept of a trunk show, speeding up the process to immediately after the runway show, and taking the whole thing online. Really, it's kind of a fantastic idea.

Alexander Wang F2011 RTW -
Moda Operandi is the brainchild of two fashion powerhouses. Co-founder Aslaug Magnusdottir is a darling of the fashion investment and consulting world, most recently having served as VP over at Gilt Groupe. And I'm sure her Harvard MBA will come in handy, too. Co-founder Lauren Santo Domingo is a contributing editor at Vogue and a well-known (and well bred) NYC It-girl.

Moda Operandi has a full schedule for their first week, starting with Alexander Wang today, and continuing the week with Carolina Herrera and Prabal Gurung. Next week delivers Vera Wang, Proenza Schouler and Thakoon. They'll be following NYC with the fashion weeks of Milan and Paris. Want to get in on the action? You'll have to apply. And, unlike those other "invite only" sites, this one appears to actually be vetting applicants -- be prepared to answer questions on everything from your line of work, to your reading list and your preferred designers.

→ Visit Moda Operandi online.