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Snap Judgments (exist) - 5

Elizabeth Varnell | December 7, 2011 | Lifestyle Style & Beauty Story Style Reviews Culture Fashion Shopping


When notorious San Francisco clotheshorse Nan Kempner sat in Yves Saint Laurent’s front row from the 1960s through the 1990s, she’d place orders immediately and buy samples off the models’ backs. Fast-forward to this new flash-sale site, founded by Vogue contributor Lauren Santo Domingo and former Gilt Group exec Aslaug Magnusdottir, that lets someone like Marissa Meyer—no Nan Kempner, but emblematic of the modern deep-pocketed fashion fan—do the same from her Googleplex cube. Rather than having to pick from what department store buyers decide to carry, she can choose the piece she wants straight from a runway collection, and the designer custommanufactures it and ships it to her Four Seasons penthouse. Of all the fashion-retail sites that have lately launched, Moda Operandi is the most original. is already selling some 2012 collections through it, allowing top designers to connect directly with their acolytes, who are too busy running companies to air kiss at the typical Maiden Lane trunk show. A


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