If you need the latest in fashion and can’t wait until it hits the stores, you’re in luck. Moda Operandi has arrived. The brainchild of Aslaug Magnusdottir and Lauren Santo Domingo, Moda Operandi is the first online luxury fashion retailer to allow members to pre-order tomorrow’s styles today through a flash trunkshow. We had the opportunity to speak with Co-Founder and style authority, Lauren Santo Domingo (a Vogue Contributing editor to say the least of her fashion expertise), to discuss her new business venture and gain you exclusive membership access to Moda Operandi!
Denim Therapy: Lets start from the beginning. What inspired you to get this Website off the ground? How exactly does it work?
Lauren Santo Domingo: The website has been a long time coming. We have been working on it for over a year and a half and launched during New York fashion week. My business partner and I had long wanted to go into business together but the world did not need another personal style or street style blog. Moda Operandi offers access to designer showrooms and allows members to shop like an editor; A privilege that I am lucky to have had.
DT: Tell us some designers that you carry and about the denim they offer?
LSD: We are gearing up for London fashion week right now… We have a great group of Brits like Erdem, Peter Pilotto, Christopher Kane, Marios Schwab. These collections showed to great reviews and hey are sometimes hard to come by. So our flash trunk shows are quite possibly the only place to secure these looks.
DT: What are some of your favorite denim brands? And where do you shop for them?
LSD: I love Stella McCartney for high waisted and Balenciaga for skinny jeans. Derek Lam did a fabulous high waisted jean for Spring, hat I am lusting after right now.
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DT: Describe the person who represents your ideal target customer—the customer you have in mind when you’re choosing a collection.
LSD: I think of myself as the ideal shopper. I have created my dream shopping experience and am affording it to all of our members.
DT: Can you give us hint about what’s next for (following or upcoming season — Spring/Summer or Fall/Winter)?
LSD: After London fashion week comes Paris! We have the new Ungaro, Isabel Marant, Nina Ricci and Giambatista Vali coming up. All trunk shows are 48-72 hours so you have to act fast to reserve your looks.
DT: What would be your dream collaboration? Any plans of that in the future?
LSD: I would love to have Louis Vuitton! The fashion is so great but sometimes hard to find.
DT: Do you have any favorite/least favorite denim trends right now?
LSD: I love that anything goes with denim. From jean shorts to high waisted. There is no look that can’t be worn at any time of day.
DT: Street style and style blogs are huge in the industry right now as a source of inspiration, influencing the high end labels rather than vice versa. How much does street style influence your personal style and of the designers you choose for Moda Operandi?
LSD: Streetstyle photography is the harbinger of fashion. It will also be a record of our generation. And surely, our children will one day laugh at the ridiculousness of our fashion… until it comes back into fashion.
DT: How many pairs of denim do YOU own?
LSD: Too many to count… My favorites are a pair of Levi red ankle length skinnies for the past 8 or 9 years. I have them in 2 sizes. One for tight tight to wear with crisp fitted jackets and heels. And another a little looser to wear with flats and a sweater.
DT: How do you mix your other pieces (Designer or not) along with your denim?
LSD: For me denim is a neutral.
DT: Any fashion/style advice you’d like to share?
LSD: A smile is the best accessory!
Special Offer: Click here to request a membership at Moda Operandi!
Tags: Balenciaga, Christopher Kane, Derek Lam, Isabel Marant, lauren santo domingo, Levi's, Louis Vuitton, moda operandi, nina ricci, peter pilotto, Stella McCartney, ungaro, Vogue