Moda Operandi opens in London

Luxury e-tailer, Moda Operandi, which pioneered the online trunkshow format, has opened a private shopping destination in London. Located on a private residential mews in London's Belgravia, the converted Grade II listed stable block will host clients, designer trunkshows and bespoke events.

The opening mark’s Moda Operandi's second private shopping destination, following its New York outpost Salon Moda, housed in their Manhattan headquarters, and is part of the e-tailer’s strategy to “strengthen” its presence and access outside of the US.

Moda Operandi opens in London

The space will be 'by invitation only’ and will offer lucky customers access to runway pieces from New York, London, Milan and Paris. In addition to couture and ready to wear, the space will also feature a highly curated selection of fine, vintage and estate jewellery.

Commenting on the opening, Moda Operandi co-founder, Lauren Santo Domingo said: "Our arrival in London was inspired by our clients and the overwhelming talent of London designers. The European customer understands fashion in a unique way, they are sophisticated, fashion-forward shoppers and London itself is an integral part of our business, as so many of our top clients have a residence here.”

Moda Operandi opens invite-only salon in London

For the interior of the salon, Santo Domingo worked closely with London-based interior designer, Fran Hickman to “accentuate and maintain” the period building's heritage and charm, and British design house, Soane to create the freestanding furniture bespoke-made in the UK.

London Fashion Week designer Emilia Wickstead will be the first designer to hold a trunk show at the salon, chosen because she is “quintessentially English” but with an international following, Santo Domingo told

Other events planned will feature appearances and collections from Serafina Sama of Isa Arfen, Osman, Zac Posen, Cushnie et Ochs and Delpozo. The invite-only salon launched with an exclusive dinner that included Alexa Chung, Mario Testino, Jacquetta Wheeler, Tallulah Harlech, and Charlotte Dellal.

Image: Moda Operandi London


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