For lovers of fashion, Moda Operandi offers a unique shopping experience and the chance to get the newest runway looks before they hit stores. Branding themselves the world’s premier online luxury “pretailer,” M’O offers customers the chance to have exclusive access to online designer trunkshows.
In order to gain access to these exclusive lines, online shoppers must first apply for a membership and wait for it to be approved before they can purchase anything. Once approved, members can put a 50% down payment on a look they want to wear, and over the next few months the designers will make the pieces. After that, the second half of the payment is processed and the finished product is delivered.
Many of the pieces available in the trunkshows will never actually be available in stores, so M’O offers the unique opportunity to get looks members would otherwise never have access to. Attending runway shows and industry insider only trunkshows, M’O shoots the collections and bring it to their customers online, offering ready-to-wear fashion, shoes, handbags, jewelry, and accessories.
M’O was founded and is operated chiefly by Áslaug Magnúsdóttir and Lauren Santo Domingo. Magnúsdóttir is the Chief Executive Officer and was dubbed “fashion’s fairy godmother by Vogue.” Santo Domingo, meanwhile, is a Vogue Contributing Editor and one of the top fashion experts today. Married to billionaire Andres Santo Domingo, she is “one of the most keenly watched women in New York.”
M’O’s vision is to “empower fashion aficionados worldwide.” It was founded in February 2011 and is operated in New York City.