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Haute Secrets New York: Moda Operandi’s Aslaug Magnusdottir and Lauren Santo Domingo

Aslaug Magnusdottir and Lauren Santo Domingo are on the brink of revolutionizing the world of fashion as we know it; and we couldn’t be more ecstatic. The two fashionable business partners have joined together to form Moda Operandi, a members-only e-commerce portal that will allow customers to browse and pre-order designer collections immediately following the runway presentations. Yes, you read that right–immediately following the runway presentation.

Fashion enthusiasts like myself can identify with the feeling of being perpetually teased day in and day out  during fashion week by must-have runway pieces that we then have to wait several months to actually get our hands on. But this is all about to change. No longer will you have to worry whether the buyers from Bergdorf’s or Neiman’s liked what you liked from a particular show; as an M’O member you will be able to pre-order what you want, in the size you want, and have it in your closet in a matter of weeks.

“Moda Operandi will change the face of luxury e-commerce by directly connecting brands with the most discerning shoppers around the world,” Aslaug says. “Since M’O’s trunk shows will run during a brand’s market week, designers can get immediate feedback from our high-end customers to help better shape their buying and production decisions. This keeps our members happy and can improve each brand’s bottom line.”As a Fulbright Scholar and Harvard Business School graduate, Aslaug brings to the company her business acumen and oversees the overall operations of the company. She previously worked as VP of Premium Products and Services at Gilt Groupe and served as president of House of Waris Fine Jewelry. Aslaug also co-founded TSM Capital, a retail investment company that invests in luxury brands like Rachel Roy and Matthew Williamson.

Lauren, who serves as Moda Operandi’s Creative Director, began her career in the fashion industry as an assistant at Vogue and worked her way up to Associate Market Editor. In 2004, she left Vogue to become the PR director of fashion label J Mendel and helped launch their first acclaimed ready-to-wear collection. She then moved on to the Puig Group to head the PR division for Carolina Herrera. She soon returned to Vogue as a Contributing Editor while simultaneously consulting for various fashion designers in New York and Milan. Clearly no stranger to the fashion world, Lauren recognizes that M’O's new shopping model will give consumers more of what they want. “Moda Operandi provides members the exclusive fashion backstage pass they desire…making shopping beautiful and luxurious. M’O offers members the ultimate pampered shopping experience, including providing personalized stylist tips, customized recommendations, as well as premium packaging and delivery. We want people to get excited about fashion again and about the shopping experience as a whole.”

And we’re excited alright. Moda Operandi will officially launch during the upcoming New York fashion week on Feb. 16. Members will be able to purchase ready-to-wear pieces, shoes, handbags, jewelry and other accessories from more than 40 designers who have already signed on to participate in the Moda Operandi, including Calvin Klein,Alexander Wang, Prabal Gurung, Carolina Herrera, Proenza Schouler, and more.

Haute Living is thrilled to offer readers an exciting opportunity to join Moda Operandi, the first online luxury retailer that allows members to pre-order tomorrow’s fashions today. Moda Operandi provides direct access to complete runway collections from the finest designer brands, including Chloe, Nina Ricci, Calvin Klein, Giambattista Valli, Carolina Herrera, Alexander Wang, and Proenza Schouler, as well as jewelry, shoes, handbags, and accessories. Membership perks include recommendations from top stylists, personal shopping assistants, and tools to review looks from every angle. There is no membership fee to join Moda Operandi.


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And be sure to check out Aslaug and Lauren’s favorite haute spots in New York City at Haute Secrets.

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New York February / March 2014
New York February / March 2014