Moda Operandi Launches 'How It Works'

Online luxury retailer enlisted the help of fashion illustrator Jamie Lee Reardin to create video bringing trunkshows to life

Sep 12, 2013, 08:30 ET from Moda Operandi

NEW YORK, Sept. 12, 2013 /PRNewswire/ -- Moda Operandi, the first online luxury retailer to provide consumers access to the full collections of top designers directly from the runway, appointed LA-based, cult illustrator Jamie Lee Reardin to animate the online trunkshow experience from start to finish.

Like a mini-fairytale, the impossibly elegant protagonist sees the runway show, whose front-row is complete with charming renditions of some of the industry's most illustrious characters. She naturally desires the dress, later logs on to Moda Operandi and clicks to buy in her size. On delivery of her coveted piece, just a few months later, she gives the camera a contagious wink! Moda Operandi's message: don't dilly-dally; there is nothing to fear but the tragedy of missing that must-have piece.

Moda Operandi's founder Lauren Santo Domingo evolved the trunkshow concept into the 21st century with the critically acclaimed, pioneering pre-tail model. Since the launch of the multi-brand luxury e-tailer in 2011, women around the world have been shopping their favorite looks from the runway a matter of days after celebrated designers have presented those looks to the world's press and buyers.

"Shopping in this manner has been available to members of the fashion elite for time immemorial, but never before online," said Lauren Santo Domingo, founder of Moda Operandi. "In this video, we set out to capture the excitement of preordering from the exclusive venue of a runway show, an experience only Moda Operandi can offer."

'How does the trunkshow work?' is a question often touted by the pre-tail novice or the gifting gentleman. Firstly it should be noted that their trunkshow is a beautifully packaged solution to the disappointment one feels when searching department stores, to no avail, for the look you lusted over for the six months following the shows. Unlike their competitors, Moda Operandi does not pre-sale stock they have already bought into - they shoot the whole collection offering clients an opportunity to buy the dress, in their size, before the dress is made. Thus ensuring 'the dress' does not get away.

Moda Operandi's 'How It Works' is accessible on the site via

About Moda Operandi 
Moda Operandi is the only place to preorder looks straight from the runway through online designer trunkshows—months before they are available anywhere else. For those who just can't wait, the Boutique offers an expertly curated selection of in-season items from both established and emerging designers, ready to ship now. In homage to the history of couture, Moda Operandi offers bespoke customer service and a team of dedicated personal stylists to help find a look for every occasion: specific, sophisticated, and uniquely you. Moda Operandi has established a retail renaissance where the time-honored institution of luxury meets an innovative point of view on fashion. For more information visit

SOURCE Moda Operandi