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. This concept gives "women the power to choose from the full collection."
Moda Operandi hosts online trunkshows that let customers secure runway fashion months in advance by placing a 50 percent deposit. The site offers access to designer pieces that might not become available in traditional luxury retail stores.
In December 2012, Moda Operandi launched Boutique, in-season shopping that is available to ship immediately.