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A Couture Revolution: Shopping the Runway with Moda Operandi
CNBC.com | September 16, 2011 | 11:51 AM EDT

Shop today. And wear — if not tomorrow — then definitely before anyone else.

Instant shopping site Moda Operandi offers consumers the chance to preorder next season’s clothes days or even hours after they’ve appeared on runways. That’s long before the spring and summer looks that debuted over the past eight days of Mercedes-Benz Fashion Week in New York hit the stores. That is, if some of the more fantastic or theatrical pieces even make it there at all.

In its second go-round at New York’s twice-yearly sartorial celebration, the e-commerce brand founded in 2010 has partnered with 100 designers, as well as Vogue , to bridge the gap between invitation-only trunk shows for fashion insiders and the higher-tech, competitive, successful cottage industry of members-only online shopping.

“There was always the woman in the front row, who would actually be shopping,” says Lauren Santo Domingo, Vogue contributing editor and Moda Operandi’s creative director. “Now, the world is seeing runway shows on live streams. The audience is much broader.”

Santo Domingo and Moda Operandi co-founder, CEO Aslaug Magnusdottir, think instant gratification is a sales pitch that wears well. “We turn Fashion Week into a shopping experience,” says Santo Domingo.

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