There were so many dramatic sleeves and ruffles in the private dining room of the San Vicente Bungalows in Los Angeles on Thursday night that the women wearing them had to artfully dodge one another when it came time to hug hello.
The occasion was Moda Operandi’s new holiday capsule collection with Colombian designer Johanna Ortiz, known for her dramatically fenimine silhouettes — floral prints, blooming shoulders, fluted skirts, flounces — but also marked the e-commerce company’s first significant event since opening its L.A. office earlier this year.
Lauren Santo Domingo, Moda’s cofounder and chief brand officer, said L.A. is the company’s second best market after New York, and after looking at the data the company culls from transactions, she found it’s the number-one market for Ortiz’s collections.
“Our customer is very feminine,” Santo Domingo said. “She loves color, runway dresses, and she likes full looks.”
While talking about the Moda customer and her affinity for Ortiz, Kate Hudson came up with a friend to enlist Santo Domingo’s help getting out of the patio area where the event was cordoned off. Security wasn’t letting them escape the small crowd for a quick smoke.
“Will you make sure to let them know they can do whatever
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