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Lauren Santo Domingo

Co-Founder, Moda Operandi

The former US Vogue contributor used her considerable connections to co-found the first runway ‘pre-commerce’ website with an online trunkshow model.


Style maven and contributing editor for American Vogue, Lauren Santo Domingo co-founded luxury e-tail site Moda Operandi in 2010 in collaboration with former Gilt Groupe executive Aslaug Magnusdottir . The innovative site allows avid shoppers to pre-order a select edit of catwalk looks directly after they are presented during fashion week through a series of online trunk shows, turning a six-month wait into a "buy-now" experience. Boasting a coveted list of designers including Givenchy, Oscar de la Renta and Prada, the 300-plus strong company has proved a hit with consumers and today offers a dedicated personal shopping service in its London and New York townhouses. 

When  in 2017, the company raised $165 million in growth capital from US venture capital firms, C Ventures, K11 and Apax Digital, Moda Operandi expanded its global luxury stronghold into menswear, in line with Spring/Summer 2018 Milan and Paris Fashion week. Further securing almost $300 million in successive funding rounds, it boasts a line-up of over 50 brands including Maison Margiela , Givenchy and Ralph Lauren , and has announced plans to open its first showroom in China in 2019.

Moda Operandi has announced expansion plans into the Chinese market, following the appointment of the former Tesla vice president Ganesh Srivats as the new CEO. In 2019, the data-driven company has broadened its product range to jewelry, home supplies and menswear, with 25 key luxury players including Bottega Venetta on board.

Having attended the University of Southern California, Santo Domingo began her career in fashion working as an assistant at American Vogue. Santo Domingo then became the PR director for Paris-based furrier J. Mendel, where she helped launch the brand’s ready-to-wear collection, and also served as lead of the PR department of Carolina Herrera for the Puig Group. On her return to Vogue in 2005 as managing editor and then contributing editor, the New York native has penned columns such as "APT with LSD" along with several other commissions. A prominent figure within the New York society scene, the fashion forward tastemaker was inducted into Vanity Fair’s "International Best Dressed List" in 2012 and 2017, as well as  serving as a muse for designers such as Nina Ricci and Eddie Borgo. Photographed by luminaries such as Annie Leibovitz and Mario Testino , Santo Domingo has been featured in WSJ Magazine, W and Town & Country. In 2019, Louis Vuitton worked with Santo Domingo in an ad-campaign for its Capucines it-bags in a co-marketing project between the brand and Moda Operandi’s social channels.

An active philanthropist, Santo Domingo regularly chairs charitable events such as the Frick’s Young Fellows Ball and on the committee for New Yorkers for Children galas. Santo Domingo has also supported various movements such as the Save Venice charity and is co-chair of the annual Met Gala. She has also notably donated to democratic political candidates Hillary Clinton, Joe Kennedy and Kamala Harris.


Moda Operandi

Moda Operandi


2010 - Present

New York, United States

Vogue Magazine

Vogue Magazine

2005 - Present


University of Southern California

University of Southern California

Vital Statistics

28 February 1976

United States

United States
Member since

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.