Moda Operandi

Founded in 2010 by Lauren Santo Domingo and Aslaug Magnusdottir, Moda Operandi is an online luxury fashion retailer that allows customers to preorder looks directly from designers, immediately after their runway show. The concept, which was conceived of by Magnusdottir in 2009, gives "women the power to choose from the full collection."[1]

Official Moda Operandi brand logo

Moda Operandi hosts online trunkshows that let customers secure runway fashion months in advance by placing a 50-percent deposit.[2] The site offers access to designer pieces that might not become available in traditional luxury retail stores.[3]

On May 2, 2013, the company launched a punk-inspired collection from designers including Givenchy, Balmain, Vivienne Westwood, and Dolce & Gabbana.[4] In 2013, Aslaug Magnusdottir left the company after an alleged falling out. [5] In 2019, Ganesh Srivats, a former Tesla, Inc. sales executive became the CEO of Moda Operandi. [6][7] Declining sales from COVID-19 pandemic caused Moda Operandi to shut down its men's business. [8]

References
  1. "Moda Operandi, From Aslaug Magnusdottir and Lauren Santo Domingo, Will Sell Designer Runway Fashion Direct to Consumers - WSJ". online.wsj.com. Retrieved 2016-07-14.
  2. "The Startup That Changed How Women Buy $10,000 Gowns". forbes.com. Retrieved 2016-07-14.
  3. "Moda Operandi: Click, Cash, Couture - Bloomberg". businessweek.com. Retrieved 2016-07-14.
  4. Marc Karimzadeh. "Moda Operandi to Offer Punk-Inspired Capsule Collection – WWD". wwd.com. Retrieved 2016-07-14.
  5. "Founder and CEO Aslaug Magnusdottir Leaves Moda Operandi - Business of Fashion". businessoffashion.com. Retrieved 2020-09-21.
  6. "When Dressing for Work is Part of the Job - NYT". nytimes.com. Retrieved 2020-09-21.
  7. "Ganesh Srivats, Chief Executive Officer, Moda Operandi - Bloomberg People". www.bloomberg.com/. Retrieved 2020-09-21.
  8. "Moda Operandi Exits Men's Business - Business of Fashion". businessoffashion.com. Retrieved 2020-09-21.


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