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Aslaug Magnusdottir

Aslaug Magnusdottir

CEO and Co-Founder, Moda Operandi.  New York

Aslaug Magnusdottir, who has gone by the title of "Fashion's Fairy Godmother" (a term coined by the team at Vogue) is both the Co-Founder and Chief Executive Officer of Moda Operandi, the first online luxury retailer to allow members to pre-order tomorrow's styles today. Magnusdottir has developed quite the impressive reputation for herself in the global fashion community, as she has been dubbed one of the most influential people in British retail by Draper's. But, unlike most, Magnusdottir holds both a strong educational background and keen eye, as recognized in her vast scholarly accomplishments. For starters, she holds an MBA from Harvard Business School, an LLM from Duke University School of Law, and an undergraduate degree in Law from the University of Iceland.
Prior to the much-anticipated and highly publicized launch of Moda Operandi, which she founded with Lauren Santo Domingo, Aslaug was VP of Premium Products and Services at Gilt Group, where she headed-up merchandising from the brands top-tiered customers. She was the President of House of Waris Fine Jewelry, and in 2006, she relocated to NYC full time and co-founded TSM Capital, a retail investment company that invests in luxury brands - most notably Rachel Roy and Matthew Williamson.
With her strong determination, and highly successful business ventures, The Coveteur went inside her exceptional closet, and found those gems that she has collected over time that help to differentiate her exceptional sense of style from the rest of the fashion set.

As you can tell, I am passionate about Matthew Williamson’s dresses, and of all of his designs, this piece might be my favorite. The bold pattern that dives down the center of a soft, billowy silhouette is striking. I feel like I have just stepped out of Woodstock when I wear it.

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Dress, Matthew Williamson

I worked as President of House of Waris for a year and a half and Waris is one of my favorite people. He is not only a talented designer but also a warm and genuine person and a pleasure to work with.

Read More

All, House of Waris

The House of Waris plumage bracelet and ring are among my favorite pieces of jewelery. They are simply pieces of art. Daft Punk’s ‘One More Time’ remains one of my favorite ‘getting ready to go out tonight’ songs.

Read More

All, House of Waris

Earrings, House of Waris

I first met Michael Angel when he came to my office with a box of prints and asked me whether I thought he should make dresses from the prints. The print in this particular dress was one of those first prints he showed me.

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Dress, Michael Angel

The mini suitcases were created in collaboration between Liberty of London and Merci in Paris. Our Fashion Director Yasmin Sewell spearheaded the collaboration and I purchased the bags at Merci while I was traveling with her in Paris.

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Shoes, Laurence Dacade; Suitcases, Liberty of London x Merci

The images of Kurt Cobain and Courtney Love were taken by my husband when he was 19 years old and talked his way into their hotel room in Buenos Aires by pretending to be a New York Times reporter.

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Top to Bottom. Necklaces, Santos by Zani, Garrard

All, Matthew Williamson

Vest, Matthew Williamson; Necklace, House of Waris

Fringe is so fun and festive.

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Mink poncho, Vintage from the 1960s; Skirt, Matthew Williamson.

This mirror dates back to the 18th century and previously belonged to my husband’s British grandparents, Sir Robin and Lady Chapman. The sequin dress is by the talented Proenza Schouler design duo. They happen to be the first designers we secured for the Moda Operandi site.

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Dress, Proenza Schouler

I try to keep my closet organized by color and category so that it’s not only aesthetically pleasing but practical as well – it really makes getting ready so much easier.

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Clothing, Various Designers

Hendrikka and I have known each other since we were teenagers in Iceland. She later became a jewelry designer and I became one of her best customers.

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Clutches (Top to Bottom): Genevieve Jones, Celestina; Rings, Henrikka Waage

These psychedelic prints really speak for themselves. I love incorporating prints into my wardrobe – especially when they’re as bright and bold as these three.

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All, Matthew Williamson

I am originally from Iceland and therefore love to surround myself with things that remind me of home such as this painting by Icelandic artist Karolina Larusdottir.

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Top, Threeasfour

Black tends to serve as my daytime uniform but I enjoy spicing up my evenings with color. These three dresses are go-to party pieces.

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Dresses L to R: Matthew Williamson, Pucci, Matthew Williamson

Skirt, Adam

Dresses, Givenchy, Matthew Williamson

These shoes are a runway sample that was never produced. I saw them at Michael’s show and was immediately obsessed.

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Shoes, Michael Angel, Jacket, Matthew Williamson

Orlando Palacios, the hat maker who owns Worth & Worth, is the boyfriend of one of my dearest Icelandic friends, the stylist Edda Gudmundsdottir. I am obsessed with this Isadora hat and have it in almost every color he offers.

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All, Worth & Worth

I refer to this dress as my “goddess” dress. It was custom made by my friend, Ange of Threeasfour. I wore it to the CFDA/Vogue Fashion Fund Awards a couple of years ago.

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Dress, Custom Threeasfour

Skirt, Bebe; Shoes, Miu Miu

Dress, Matthew Williamson

I started collecting jewelry at an early age as my grandparents would always bring me special pieces from their trips around the world. I rarely leave the house without wearing jewelry and believe that it is an important part of any look.

Read More

Jewelry, House of Waris, Hendrikka Waage, Vintage

Just before I moved from London to New York in 2006, designer Robert Cary Williams invited me to his studio to pick out a few of his special runway pieces from previous years’ collections. These are a couple of my favorite pieces from that showroom visit.

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All, Robert Cary Williams

My Icelandic friend and artist, Shoplifter, created this beautiful piece of art and customized it for my bedroom wall.

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Fur Evening Jacket, Matthew Williamson

This long sequin gown is truly a showstopper.

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Gown, Matthew Williamson

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  • Lauren Santo Domingo

    Co-Founder & Creative Director, Moda Operandi ; Contributing Editor, Vogue.
  • Tabitha Simmons

    Stylist; Shoe Designer.
  • Fashion Offices with WWW: Taylor Tomasi Hill

    Artistic Director, Moda Operandi. 
  • Tracy Taylor

    US Editor, NET-A-PORTER.COM.

As you can tell, I am passionate about Matthew Williamson’s dresses, and of all of his designs, this piece might be my favorite. The bold pattern that dives down the center of a soft, billowy silhouette is striking. I feel like I have just stepped out of Woodstock when I wear it. Dress, Matthew Williamson

I worked as President of House of Waris for a year and a half and Waris is one of my favorite people. He is not only a talented designer but also a warm and genuine person and a pleasure to work with. All, House of Waris

The House of Waris plumage bracelet and ring are among my favorite pieces of jewelery. They are simply pieces of art. Daft Punk’s ‘One More Time’ remains one of my favorite ‘getting ready to go out tonight’ songs. All, House of Waris

Earrings, House of Waris

I first met Michael Angel when he came to my office with a box of prints and asked me whether I thought he should make dresses from the prints. The print in this particular dress was one of those first prints he showed me. Dress, Michael Angel

The mini suitcases were created in collaboration between Liberty of London and Merci in Paris. Our Fashion Director Yasmin Sewell spearheaded the collaboration and I purchased the bags at Merci while I was traveling with her in Paris. Shoes, Laurence Dacade; Suitcases, Liberty of London x Merci

The images of Kurt Cobain and Courtney Love were taken by my husband when he was 19 years old and talked his way into their hotel room in Buenos Aires by pretending to be a New York Times reporter. Top to Bottom. Necklaces, Santos by Zani, Garrard

All, Matthew Williamson

Vest, Matthew Williamson; Necklace, House of Waris

Fringe is so fun and festive. Mink poncho, Vintage from the 1960s; Skirt, Matthew Williamson.

This mirror dates back to the 18th century and previously belonged to my husband’s British grandparents, Sir Robin and Lady Chapman. The sequin dress is by the talented Proenza Schouler design duo. They happen to be the first designers we secured for the Moda Operandi site. Dress, Proenza Schouler

I try to keep my closet organized by color and category so that it’s not only aesthetically pleasing but practical as well – it really makes getting ready so much easier. Clothing, Various Designers

Hendrikka and I have known each other since we were teenagers in Iceland. She later became a jewelry designer and I became one of her best customers. Clutches (Top to Bottom): Genevieve Jones, Celestina; Rings, Henrikka Waage

These psychedelic prints really speak for themselves. I love incorporating prints into my wardrobe – especially when they’re as bright and bold as these three. All, Matthew Williamson

I am originally from Iceland and therefore love to surround myself with things that remind me of home such as this painting by Icelandic artist Karolina Larusdottir. Top, Threeasfour

Black tends to serve as my daytime uniform but I enjoy spicing up my evenings with color. These three dresses are go-to party pieces. Dresses L to R: Matthew Williamson, Pucci, Matthew Williamson

Dresses, Givenchy, Matthew Williamson

These shoes are a runway sample that was never produced. I saw them at Michael’s show and was immediately obsessed. Shoes, Michael Angel, Jacket, Matthew Williamson

Orlando Palacios, the hat maker who owns Worth & Worth, is the boyfriend of one of my dearest Icelandic friends, the stylist Edda Gudmundsdottir. I am obsessed with this Isadora hat and have it in almost every color he offers. All, Worth & Worth

I refer to this dress as my “goddess” dress. It was custom made by my friend, Ange of Threeasfour. I wore it to the CFDA/Vogue Fashion Fund Awards a couple of years ago. Dress, Custom Threeasfour

Skirt, Bebe; Shoes, Miu Miu

Dress, Matthew Williamson

I started collecting jewelry at an early age as my grandparents would always bring me special pieces from their trips around the world. I rarely leave the house without wearing jewelry and believe that it is an important part of any look. Jewelry, House of Waris, Hendrikka Waage, Vintage

Just before I moved from London to New York in 2006, designer Robert Cary Williams invited me to his studio to pick out a few of his special runway pieces from previous years’ collections. These are a couple of my favorite pieces from that showroom visit. All, Robert Cary Williams

My Icelandic friend and artist, Shoplifter, created this beautiful piece of art and customized it for my bedroom wall. Fur Evening Jacket, Matthew Williamson

This long sequin gown is truly a showstopper. Gown, Matthew Williamson