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Derek Blasberg and Lauren Santo Domingo
“What’s really fun is getting stuff first, and having the best!”
Who could disagree with that? That’s how Lauren Santo Domingo recently described the experience of shopping on her new site, ModaOperandi.com, a site poised to radically disrupt the luxury retail business.
Lauren has taken the concept of the trunk show – a decades old practice of 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 letting customers shop from a collection mere minutes after it appears on the runway!
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Alexis Traina, Lauren Santo Domingo, Derek Blasberg, Vanessa Getty
The Vogue contributing editor and entrepreneur was in San Francisco recently to co-host a party with Alexis Traina and Vanessa Getty for her friend Derek Blasberg’s new book “Very Classy.” She spoke a little about the site.
“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.
After becoming a member of the site (which is free, but by invitation only), you’re able to pre-order your favorite looks from the collections being featured that day.
“You put a deposit down, and then it’s shipped to you later. It’s an online trunk show,” she explained. “It’s a ‘very classy’ way of shopping.”
At the “Very Classy” party, there were already a few women wearing pieces from the site, including the always fashionable Sobia Shaikh in a look we saw on the runway just a few months ago. It was an incredibly chic group of women, as Derek noted when he spoke — with classy brevity — about his book.