Moda Operandi was co-founded in 2010 by fashion entrepreneur Áslaug Magnúsdóttir and Vogue contributing editor Lauren Santo Domingo. Together the duo transformed luxury retail by allowing customers to pre-order runway collections directly from designers—a groundbreaking approach at the time of Moda Operandi’s inception. This innovative approach to high taste consumer engagement and the fashion marketplace at large gave clients access to exclusive pieces immediately after runway shows, allowing purveyors of designer brands to obtain coveted pieces instead of having to wait months for new collections to become available.

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Lauren Santo Domingo is a former editor for Vogue and with a robust network of deep connections within the world of global fashion. To achieve positive & instant venture ignition Santo Domingo leveraged her industry knowledge and relationships to give Moda Operandi access to top designers and emerging talent. Her vision was to create an online luxury experience that allowed consumers to buy exclusive and high-fashion items immediately post-runway. Aslaug Magnusdottir is an Icelandic entrepreneur with a background in business and law. Before Moda Operandi, she was involved in launching the luxury e-commerce site Bergdorf Goodman Online. Her operational and business expertise complemented Santo Domingo’s creative vision, helping to establish Moda Operandi as a reputable platform which was instrumental in setting its foundation.

After its launch, Moda Operandi gained quick traction and rapidly expanded is offering with an in-season boutique, enabling customers to purchase current collections alongside pre-order items. Over time, Moda Operandi also diversified its offerings to include accessories, fine jewelry, and home décor, establishing partnerships with notable designers and featuring curated selections that resonated with its luxury-focused clientele. Furthermore, Moda Operandi was one of the first platforms to form and ignite a legitimate digital-luxury experience, rebranding and introducing new on-site features to stay aligned with the tastes and expectations of its sophisticated audience.

As part of the platform’s ongoing attention to fashion & sportswear evolution, Moda Operandi’s seasonal ski edit was launched to capture the attention of the luxury ski market with a curated selection of high-end, fashionable ski and après-ski wear. Inspired by the rising popularity of ski tourism and the demand for stylish winter sportswear, Moda Operandi's Ski Edit aims to blend performance with elegance. The edit includes items from top luxury brands known for both their style and technical functionality, featuring gear for both on and off the slopes, from sleek ski suits and insulated jackets to chic après-ski pieces. Such a discerning & high taste approach delivers the very best alpine sport looks to Moda’s international & exclusive clientele who appreciate both innovation in design and technical excellence

Since Moda’s initial editorial forays within the universe of alpine sport, skiing has seen a strong crossover into mainstream style, blending functional alpine gear with bold, fashion-forward elements. This year's trends showcase everything from retro-inspired ski suits to high-end, materials, highlighting both performance and aesthetic appeal.

The 1980s and 90s continue to influence design, bringing back colorful, vintage-inspired ski suits with bright patterns, color-blocking, and nostalgic features like oversized belts and patches. Sustainability is another major theme, with many brands opting for eco-conscious materials such as recycled polyester and organic fibers, adding to both the durability and environmental responsibility of ski attire. Capturing the vibrant essences of the season and with fashion forward tilt toward performance puffer jackets with cropped, feminine cuts, Alps & Meters Women’s Powder 8 Collection featuring quilting details and a 100% recycled fabrication offers both warmth and a chic & fun athletic look for downhill days on the mountain.

Today, Moda Operandi remains recognized for combining fashion discovery with exclusivity and pre-order capabilities, a blend that continues to cater to fashion-forward, global luxury consumers who seek unique and timely access to runway fashion. Catering to the world’s high taste jet setters, the curated set of brands selected by Moda Operandi represent the best of international novelty, cut, fabrication, and femininity. What began with an innovative spark born out of the reach & power of the internet, has now become a global content & shopping platform delivering fashion from the runways of Paris, Milan, London, and New York to an ever evolving diverse & digitally enabled consumer base covering North America, Europe, Asia, Africa, and the Middle East.