Tuesday, April 12, 2011

Moda Operandi

Image from modaoperandi.com

There is a new fashion website that has everyone in the fashion world talking- Moda Operandi.

Moda Operandi is a members only website that has been launched by one of my style icons, Lauren Santo Domingo, a US Vogue Editor and NY uber-socialite (Lauren has nearly 20,000 followers on Twitter), and Aslaug Magnusdottir, the former head of merchandising for Gilt Noir. The idea behind Moda Operandi is to "put you front row at the runway, from the comfort and privacy of your own home", put simply Moda Operandi is a way to ensure that you are on the waiting list for the next must have designer item before anyone else.

Image from modaoperandi.com

Moda Operandi gives its members access to purchase items from designer collections two days after they appear on runway, rather than the usual half-year wait for ranges to appear in stores.  Boasting an impressive list of designer brands, handpicked by Lauren Santo Domingo and Aslaug Magnusdottir, including both emerging and established brands such as: Missoni, Alberta Ferretti, Isabel Marant, Marchesa, Nina Ricci, Giambattista Valli, Carolina Herrera, Alexander Wang, Proenza Schouler, to name a few. In addition to ready-to-wear, the Moda Operandi range showcases amazing designer jewellery, shoes, handbags, and accessories. Moda Operandi have also secured exclusive pieces to be available through Moda Operandi that will not be seen anywhere else.

Image from modaoperandi.com

How does it work?

The site will offer designer collections from spring, resort, autumn and pre-autumn each year, selling jewellery and accessories during the months in between.

Image from modaoperandi.com

Each of the Trunk shows are only available online for a short period of time, 36-72 hours, so you have to move quickly to secure your piece of choice.

Delivery times vary depending on the item, and can range from six weeks to four months. If you decide to purchase from Moda Operandi, you are charged half the item cost up front, and then the balance when your item is ready to ship. The delay in shipment, allows for high quality production standards to be maintained, but giving buyers piece of mind that they have secured their latest must have item before anyone else. Items that are featured in the Moda Operandi have only appeared on the runway two days before.

Image from modaoperandi.com

Membership at Moda Operandi is offered by invitation only, you can apply for membership by completing a membership request at the website, however recently a select group of fashion bloggers have run promotions to their followers offering access to Moda Operandi memberships (Note: This is how gained my membership- thanks Gwynnie).

It is definitely a radical concept for the fashion world, and opinion is divided about whether to embrace the members-only site, as its sidesteps the pretentious institution and snobbery of the traditional designer trunk show, usually a privilege granted only to high-spending customers and friends of people in the know. Moda Operandi now opens the door to this exclusive world to those who are interested in purchasing the latest designer fashions, but don't have the social connections previously needed to gain access.

Very interesting indeed. Visit www.modaoperandi.com 

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