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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.

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Digital Inspiration

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-made by Ange of Threeasfour
<span class='fancyPhotoDesc'>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.  </span><span class='fancyPhotoName'>Dress, Custom-made by Ange of Threeasfour </span>
This long sequin gown is truly a showstopper. Gown, Matthew Williamson
<span class='fancyPhotoDesc'>This long sequin gown is truly a showstopper. </span><span class='fancyPhotoName'>Gown, Matthew Williamson</span>
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
<span class='fancyPhotoDesc'>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.</span><span class='fancyPhotoName'>Clothing, Various Designers</span>
I started collecting jewellery 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 jewel... Jewellery, House of Waris, Hendrikka Waage, and Vintage
<span class='fancyPhotoDesc'>I started collecting jewellery 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 jewellery and believe that it is an important part of any look. This is a shot of a few of my favorite pieces . </span><span class='fancyPhotoName'>Jewellery, House of Waris, Hendrikka Waage, and Vintage</span>
Vest, Matthew Williamson; Necklace, House of Waris
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Vest, Matthew Williamson; Necklace, House of Waris</span>
Hendrikka and I have known each other since we were teenagers in Iceland. She later became a jewelery designer and I became one of her best customers. Top to Bottom. Clutches ,Genevieve Jones, Celestina; Rings, Henrikka Waage.
<span class='fancyPhotoDesc'>Hendrikka and I have known each other since we were teenagers in Iceland.  She later became a jewelery designer and I became one of her best customers.</span><span class='fancyPhotoName'>Top to Bottom. Clutches ,Genevieve Jones, Celestina; Rings, Henrikka Waage.</span>
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... Shoes ,Laurence Dacade; Suitcases, Liberty of London x Merci
<span class='fancyPhotoDesc'>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 in December. </span><span class='fancyPhotoName'>Shoes ,Laurence Dacade; Suitcases, Liberty of London x Merci</span>
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 pleasu... All, House of Waris
<span class='fancyPhotoDesc'>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. </span><span class='fancyPhotoName'>All, House of Waris</span>
Earrings, House of Waris
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Earrings, House of Waris</span>
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 �... All, House of Waris
<span class='fancyPhotoDesc'>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.
</span><span class='fancyPhotoName'>All, House of Waris</span>
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. The top is by my ... Top, Threeasfour
<span class='fancyPhotoDesc'>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.   The top is by my friends at Threeasfour.  </span><span class='fancyPhotoName'>Top, Threeasfour</span>
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 Tim... Top to Bottom. Necklaces, Santos by Zani, Garrard
<span class='fancyPhotoDesc'>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.  </span><span class='fancyPhotoName'>Top to Bottom. Necklaces, Santos by Zani, Garrard </span>
Fringe is so fun and festive. Mink poncho, Vintage from the 1960s; Skirt, Matthew Williamson.
<span class='fancyPhotoDesc'>Fringe is so fun and festive. </span><span class='fancyPhotoName'>Mink poncho, Vintage from the 1960s; Skirt, Matthew Williamson.</span>
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. L to R. Dresses, Matthew Williamson, Pucci, Matthew Williamson
<span class='fancyPhotoDesc'>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. </span><span class='fancyPhotoName'>L to R.  Dresses, Matthew Williamson, Pucci, Matthew Williamson</span>
My Icelandic friend and artist, Shoplifter, created this beautiful piece of art and customized it for my bedroom wall. Fur Evening Jacket, Matthew Williamson
<span class='fancyPhotoDesc'>My Icelandic friend and artist, Shoplifter, created this beautiful piece of art and customized it for my bedroom wall.  </span><span class='fancyPhotoName'>Fur Evening Jacket, Matthew Williamson</span>
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,... Dress, Matthew Williamson
<span class='fancyPhotoDesc'>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.</span><span class='fancyPhotoName'>Dress, Matthew Williamson</span>
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 Scho... Dress, Proenza Schouler
<span class='fancyPhotoDesc'>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.</span><span class='fancyPhotoName'>Dress, Proenza Schouler</span>
Skirt, Bebe; Shoes, Miu Miu
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Skirt, Bebe; Shoes, Miu Miu</span>
Dresses, Givenchy, Matthew Williamson
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Dresses, Givenchy, Matthew Williamson</span>
Dress, Matthew Williamson
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Dress, Matthew Williamson</span>
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 o... Dress, Michael Angel
<span class='fancyPhotoDesc'>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. </span><span class='fancyPhotoName'>Dress, Michael Angel</span>
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
<span class='fancyPhotoDesc'>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. </span><span class='fancyPhotoName'>All, Matthew Williamson</span>
These Michael Angel 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
<span class='fancyPhotoDesc'>These Michael Angel shoes are a runway sample that was never produced.  I saw them at Michael’s show and was immediately obsessed.</span><span class='fancyPhotoName'>Shoes, Michael Angel, Jacket, Matthew Williamson</span>
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’ collect... All, Robert Cary Williams
<span class='fancyPhotoDesc'>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.</span><span class='fancyPhotoName'>All, Robert Cary Williams</span>
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 an... All, Worth & Worth
<span class='fancyPhotoDesc'>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.  </span><span class='fancyPhotoName'>All, Worth & Worth</span>
All, Matthew Williamson
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>All, Matthew Williamson</span>
Skirt, Adam
<span class='fancyPhotoDesc'></span><span class='fancyPhotoName'>Skirt, Adam</span>
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