Moda Operandi is an online luxury fashion retailer founded in 2010 by Lauren Santo Domingo and Áslaug Magnúsdóttir. The company allows customers to preorder looks directly from designers immediately after their runway shows, giving them access to a wider range of designer pieces that might not be available in traditional retail stores. Moda Operandi hosts online trunk shows that allow customers to secure runway fashion months in advance by placing a 50% deposit. The concept, which was conceived by Magnúsdóttir in 2009, gives customers the power to choose from the full collection, rather than just the items that are made available in stores. Moda Operandi is known for its unique business model and its commitment to providing customers with access to high-quality, exclusive fashion items.