Moda Operandi
Founded in 2010 by Lauren Santo Domingo and Áslaug Magnúsdóttir, Moda Operandi is a New York-based e-commerce retailer carrying more than 1,000 brands and designers across fashion, fine jewelry, home and beauty. Through its innovative mix of commerce and content, Moda allows their customers to shop for what’s new and what’s next from the world’s leading emerging designers and luxury brands. Moda Operandi's mission is to help their customers to curate their life—from the everyday to the extraordinary.
Originally conceived as an online trunk show business, Moda Operandi’s founding proposition was to offer customers the kind of privileges previously only available to magazine editors: getting inside access to designer’s full collections and ordering full looks straight from the runway. The novel business model was quickly embraced by luxury shoppers worldwide.. Through Trunkshows, which are live for a limited time, customers can secure items months in advance by placing a 50-percent deposit. The site offers access to designer pieces that might not become available in traditional luxury retail stores and provides valuable information to designers, who use sales data to inform which pieces they produce for each season's commercial collection.
Soon after, the company launched in-season fashion, giving customers access to available-now products. The retailer is known for its unique mix of established, contemporary, and emerging designers from around the world, as well as exclusive pieces, collaborations and capsule collections. Homewares launched in 2018 . They started carrying a curated selection of beauty products in 2022.
Santo Domingo’s point of view is central to the brand. “Lauren’s Closet,” a selection of pieces with her seal of approval, is the site’s most visited and highest-revenue-driving edit page.
In January 2021, former Neiman Marcus executive Jim Gold was named interim CEO and was officially appointed to the position in May 2021.