Moda Operandi is a fashion company, combining e-commerce and runway looks. The co founders, Lauren Santo Domingo and Auslaug Magnusdottir – fashion forward thinkers, created a company in which international consumers can purchase apparel, shoes and accessories, right off the runway. Moda Operandi began its high end fast fashion co. in February of 2011. This style of business is unique because most have to wait for merchandise to hit the stores, in advance of the coming season. Headquartered in downtown NYC, Moda Operandi works diligently to provide customers with an easy to navigate website. One can choose from the coolest designer outfits, trending items, pick their color preferences, choose dynamic chandelier earrings or sandals for the next resort vacation. It is a dream similar to something out of “Sex in The City”. Lauren Santo Domingo, a stunning blonde, travels from NY to London, Paris and Milan. She makes it her job to be at the couture shows and scout the latest fashion. The site is high end, but fills a niche for those with the taste and lifestyle. One has to pay a certain amount upfront, but customers seem to maintain a brand loyalty to M’O. Net a Porter might be competition, but it has a slightly different target market and is not available right off the runway. Socialites and fashionistas will turn to online haute couture for their immediate fashion fix. A recent article about Lauren Santo Domingo and Moda Operandi was published in the Wall Street Journal; “The Take- No- Prisoners Rivalries in Online Luxury Fashion”.