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By letting customers pre-order directly from the runway in 2010, Santo Domingo built Moda Operandi into a $280 million-backed luxury platform that rewrote the fashion retail calendar before brands knew they needed it rewritten.
Lauren Santo Domingo co-founded Moda Operandi in 2010 with Aslaug Magnusdottir, pioneering online trunk shows that let customers pre-order items directly from runway shows.
The luxury fashion e-commerce platform has raised over $280 million and serves customers worldwide with emerging designers alongside established houses. Santo Domingo was previously a Contributing Editor at Vogue, and the runway-to-consumer model she pioneered has influenced how many brands now approach direct sales.
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