Lauren Santo Domingo’s website, ModaOperandi.com, is poised to radically disrupt the luxury retail business. At a recent party to celebrate a friend’s book, Santo Domingo discussed her new site and business.
The site is all about getting fun stuff first and having the best, according to Santo Domingo. She has taken the concept of the trunk show – previewing and selling a collection to regular customers months before the clothing is scheduled to arrive in stores – and brought it up to date by allowing shoppers to come buy from a collection mere minutes after it appears on the runway.
In addition to running her website, Santo Domingo is a contributing editor at Vogue and entrepreneur. She recently co-hosted a party with Alexis Traina and Vanessa Getty for her friend Derek Blasberg’s new book “Very Class”. At the event, Santo Domingo spoke about her website.
“I’ve been at Vogue for 10 years, and one thing that I have is a lot of access. And that’s what I wanted to share with Moda Operandi members,” she said.
To become a member of the site you don’t have to pay anything, but you do need to be invited. After becoming a member, you are able to pre-order your favorite looks from the collections being featured that same day. Santo Domingo explains, “you put a deposit down, and then it’s shipped to you later. It’s an online trunk show. It’s a very classy way of shopping.”
At the party in San Francisco, a few of the women in attendance were already wearing pieces from the site, including fashionable Sobia Shaikh who wore a look that was featured on the runway just a few months prior.
Source: San Francisco Luxe