Women Behind The Website: The Most Fashionable Founders

Áslaug Magnusdottir and Lauren Santo Domingo

Website: Moda Operandi For those who don't: want to wait for runway looks to reach stores This dynamic team brings together a refined acumen from both the business world and the high-fashion industry to offer the unedited runway collections from the world's top catwalks in an online boutique months before they can be found anywhere else. The inspiration for the site came from a frustration with the gap between what was seen during the fashion shows and what appeared in the stores later. They believed in this era of instantaneous satisfaction, runway looks should be e-purchasable. Áslaug Magnusdottir, nicknamed "Fashion's fairy godmother" by Vogue, brings the expertise from a J.D., a M.B.A., and consulting and venture capital background to the project. She then approached Lauren Santo Domingo, a Vogue contributing editor, with the idea who immediately saw the genius. [Photo via]