February 14 2011
The catwalk-to-closet process is usually a lengthy one: apart from the odd A-lister, even front-row fashionistas usually face a six-month wait before the clothes on show at various Fashion Weeks are available to buy. This is a state of affairs that new luxury venture Moda Operandi hopes to change. Operating as a members-only trunk show, the website takes orders for catwalk collections as early as a mere 48 hours after their début – and you’ll need to move equally fast for its launch on February 16.
More than 50 design houses have signed up: from big names such as Alexander Wang, Calvin Klein, Vera Wang and Carolina Herrera to home-grown British labels such as Erdem, Peter Pilotto (spring/summer 2011 dress pictured) and Marios Schwab. The site is dubbed “pre-tail” by its founders, Aslaug Magnusdottir and Lauren Santo Domingo. Moda Operandi members are invited to log on to the website after the show and take their pick from the entire, unedited collections, paying 50 per cent of the price upfront, and the rest on delivery – giving smaller designers a much-needed revenue stream as well as valuable early feedback from clients.
The site will feature spring, cruise, autumn and pre-fall collections from the four fashion capitals, and will sell jewellery and accessories during the months in between. Membership benefits for the fee-free site include recommendations from top stylists as well as the ultimate perk for designer devotees: 24-hour access to a personal shopping assistant.