NEW YORK — Today, at 11 a.m., Moda Operandi, the online upstart founded by Lauren Santo Domingo and Aslaug Magnúsdottir, goes live with the first sale of Alexander Wang’s fall collection — just four days after Wang showed the line.
Hoping to break new fashion ground, Santo Domingo and Magnúsdottir created a site that takes the concept of the trunk show online with very little lag time between a designer’s runway show and the sale.
The opening page features the trunk show of the day, which guides shoppers to a gallery of every look from the designer. Rather than use runway imagery, the Moda Operandi production team visits the showroom of the designer the day after the show to shoot each look on a model, as well as a video of the model doing a 360 degree spin. Shoppers can order the look by putting down a 50 percent deposit and pay the remainder before the item is shipped.
The site also has an editorial feature that profiles designers and offers reviews of the collections and trend reports. The Alexander Wang launch features a video segment with runway clips, designer quotes and comments from model Karolina Kurkova and front-row guests like Alicia Keys and Erin Wasson. Chiara Clemente will produce several future videos on the site.
“We believe you can’t have e-commerce without editorial, and editorial without e-commerce,” Santo Domingo, who is the site’s creative director, said.
So far, designers from all four fashion capitals have signed on. Next up is Prabal Gurung,followed by Thakoon, Carolina Herrera, Vera Wang and Proenza Schouler. Across the pond, designers and labels like Erdem, Marios Schwab, Jonathan Saunders, Carven, Hussein Chalayan, Emanuel Ungaro, Giambattista Valli and Roland Mouret have already signed on.
All this begs the question of the return policy. Magnúsdottir said any order cancellations before delivery will result in the loss of the 50 percent deposit. However, there is a return policy after the garment has been delivered. “If they then decide they don’t want to keep it, the personal stylist will work with them on size and other issues before taking the return,” Magnúsdottir, who serves as chief executive officer, said. “Because we ship at the beginning of the season and they need to return the garment within three weeks, it will still allow us to offer it to other customers.”
Santo Domingo stressed there will be no discounts. Moda Operandi buys the merchandise it orders, and should they be left with a garment, Magnúsdottir indicated there could be a sample sale at a much later date.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion