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.
@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
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)