April 2, 2013

Buy Clothes And Accessories Straight Off The Runway, Via Moda Operandi Or Burberry


With each new season, designers send out clothes and accessories so tempting, that they make us seriously consider selling our soul to the devil in order to have them in our closets as soon as possible. The problem? Since collections are always shown a season in advance, we have to wait about six months to get our hands on the dress or the pair of shoes that we’ve been drooling over. Or…maybe not.

Starting with 2010, a new tool has been introduced to the e-commerce revolution scene: The ModaOperandi website enables users to purchase products shortly after they’ve been presented on the runways of Fashion Week, thanks to select partnerships with a series of prestigious fashion houses.


The process is simple: the website sets up periodic trunk show, which include 16 pieces from a certain designer’s fresh off the runway collection. The trunk shows last only three days, during which ModaOperandi users may place orders for the desired products, being required to pay 50% of the final price of their purchase, as a guarantee.

Given that we’re talking about pieces created specifically for the runway shows, and that have yet to go into production, the delivery may take some time, but never more than four months after the order placement, which, still surpasses the six month wait for the products to hit stores.

Another perk? Given that the runway collections don’t always go into production entirely, there is a possibility that a ModaOperandi user might choose a product that buyers don’t end up selecting to be in the stores for the next season, resulting in said user obtaining an exclusive piece.


ModaOperandi ins’t however the only visionary when it comes to this new practice of clothes and accessories flying directly from the runway into fashionistas’ closets. During the Burberry Prorsum Menswear Spring/Summer 2013 show, presented on June 23rd in Milan, the English brand launched a special project, in collaboration with creative agency Createthe Group. The initiative, called Runway to Reality (R2R), enables the purchase of outerwear and accessories from the collection, immediately after it’s showcased on the runway, with a delivery date guaranteed to fall between six and eight weeks.


The initiative, active for one week after the show, also included live streaming of the Burberry Prorsum show on the official website and Facebook page of the brand, as well as a live menswear ”Tweetwalk” that featured instant photos of every look on the runway being uploaded to the label’s Twitter page.

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Photos courtesy of: nudemagazine.is, highsnobiety.com