Tuesday, March 8, 2011


Online shopping has just been taken to an all new level. Moda Operandi is live and the concept is pretty interesting if not exclusive. Membership is offered  by invitation only and applications are now being accepted. Co-founded by fashion industry veterans Aslaug Magnusdottir and Lauren Santo Domingo, Moda Operandi gives its members direct access to complete runway collections within 48 hours of the show. It will start by offering four women's collections a year: spring, resort, fall and pre-fall from roughly 50 designers and brands such as Missoni, Alberta Ferretti, Isabel Marant, Marchesa, Nina Ricci, Giambattista Valli, Carolina Herrera, Alexander Wang, and Proenza Schouler are now on the roster. The whole premise is that you will be able to pre-order runway styles immediately after the show which in their words puts you front row at the runway from the comfort and privacy of your own home. In the form of an online trunk show, members have 36 - 72 hours to view the collections and place their orders through personal stylists on the site who will be able to assist with recommendations and selections. A 50% deposit is required where the clothes will be manufactured and shipped in roughly four months which gives an edge on the typical 6 month lag from design to retail. Consumers can return clothes that don't fit or are otherwise unsatisfactory. 

Hmmmm, I find it all very interesting but I'm not sure if this is something that I would necessarily use (not that I would be accepted much less be able to afford it!) I'm not exactly the type of person who is all about being the first to own something but I know there are others who consider it a competive sport. I for one like seeing all the show coverage, the fashion editorials, and sourcing out pieces "in real life" to touch, try on, and cry over prices. That's all part of the fun no? Anyways, I'm curious to see how this thing takes off. Or not. If anyone out there becomes a member please share here in the comments section to let us know how you like their services!


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