Great Business: Moda Operandi

I met Lauren Santo Domingo in my early twenties through mutual friends. From the start I always found Lauren to be thoughtful and friendly – someone who said hello to you at a party after meeting you just once. Even back then I could tell she was someone with a clear sense of purpose and a really beautiful sense of style. Thanks to the internet and street style photographers, even though I now live in CT and she lives in NYC, I have been able to follow along and watch her style evolve. After stints at Vogue, Carolina Herrera, and J. Mendel, she went on to launch her business, Moda Operandi. Moda Operandi allows women to shop trunk shows with full designer lines that are fresh off the runway. I love that they feature well-known designers as well as new up-and-coming designers you might not have heard of. The site is full of swoon-worthy items – from coats to shoes – you’ll find it all. Below are some of my favorite pieces on the site right now. And in Lauren’s own words you can read how and why she started this great brand below. And the timing couldn’t be more right. From now until November 20th a ton of great stuff is 50% off with the code “FRIENDS”. Get shopping!

{Alexandre Birman Velvet Sandals, Giamba Skirt, Derek Lamb Silk Blouse, Mara Hoffman Workout Pants, Simon Miller Bucket Bag, Of Rare Origin Earrings, Johanna Ortiz Peplum Top, Burberry Fox Collar, Mochi Embroidered Off The Shoulder Dress}

Q&A for The Sentimentalist with Lauren Santo Domingo, Co-Founder and Creative Director of Moda Operandi

For my local readers, what is your connection to Greenwich?

I grew up in Old Greenwich, we lived just up the coast from Greenwich Point Park. There I spent much of my childhood exploring the park by foot, by bike or by boat.

Where has your career taken you in the last ten years?

Figuratively and literally, my career has taken me all over, but in the best way possible. I started at American Vogue shortly after college in 2000. I was young, inspired by my Greenwich upbringing, but surrounded by new, very cool talent. The new designers at the time were Jack and Lazaro of Proenza Schouler, Phillip Lim, and Zac Posen. For years, all I did all day was deal with clothes—and I loved it. Not to mention being surrounded by many of the most successful women in fashion, it was inspiring. After Vogue, I worked in PR at J. Mendel and Carolina Herrera. Both were small family-owned companies, and it was during that time that I thought: I would like to start my own business. Mrs. Herrera was incredibly inspiring. To this day I am still fascinated by how in charge of her domain she is. Starting Moda Operandi changed my career entirely. As they say, Rome wasn’t built in a day and Moda Operandi has grown, changed, moved, evolved—pretty much everything you can imagine over the past five years.

What makes Moda Operandi unique?

Power to the consumer! Our core business — trunkshows — puts the client first and allows her to make a purchase that is unedited from the runway. We attract a very different clientele from our competition, which I love. The goal is to continue to connect our customer directly to the runway and talent from all over the world, allowing her to choose who she wants to be next season and how she will dress.

Why were you motivated to start the site?

When we first launched, the focus was to give women the power to shop an entire collection—a simple concept that, shockingly, no one had thought of yet. I had been given access to the runway, so why not share that privilege with everyone else? The other side was the goal to create a company that worked within the industry while helping designers to grow. Early in my career, I saw how difficult and costly it is to launch and produce a collection. Moda Operandi is not only a viable revenue stream for designers, but an excellent platform for emerging talent.

What is the best way to shop the site?

Pre-order, of course. The benefit and ease of pre-order makes it very addictive. Trust me.

Do you have any brick and mortar locations yet?

Yes! We have two private shopping spaces, Moda Operandi London (lovingly called Moda Mews) opened two years ago in Belgravia, and we opened in New York on the Upper East Side in September. We call it Moda Madison.

It is invitation only, but to book an appointment, e-mail [email protected]. Say you’re friends with me (wink wink)!

What are you seeing as the biggest trends for fall?

Bold pieces, not necessarily in color but in effect, a la off-the-shoulder tops, menswear-inspired pieces, statement earrings (or sometimes just one) and a lot of velvet.

For those who want to buy one special piece for winter or spring, what would be your recommendation for each?

I suggest a coat, not for practicality, but because it is the first thing people see. It could be a great black coat or a fabulous fur, but absolutely invest. For Spring, I’ll order a couple cocktail dresses, no need to wait for an invitation.

What’s next for Moda Operandi?

More showrooms, we’re looking into the Middle East internationally and the West Coast in the US.