Moda Operandi is ready for summer.
The designer fashion e-commerce platform will launch its third Club Moda curated edit on Thursday titled “Club Moda Surf.” The exclusive capsule features a selection of 40 established and emerging designers and 140 exclusive styles to wear from day to night.
This follows the November 2022 inaugural “Club Moda” capsule and May 2023’s “Club Moda Summer.”
“We’re excited to present the third installment of our Club Moda franchise and the retro spirit of California coastal surf towns that defines the offering,” said April Hennig, Moda’s chief merchant. “The capsule highlights a diverse selection of 40 established and emerging designers from around the globe — including Rodarte, Christopher Esber, Zimmermann, Rosie Assoulin, Des_Phemmes, Johanna Ortiz, Siedrés, House of Aama, Alémais, Simkhai, Marrakshi Life, and Diotima — and introduces brands Abysse Surf, Follow Suit and TG Botanical to Moda’s roster of new talent.”
According to Hennig, each brand worked with the Moda Operandi team to design a total of 140 exclusive styles “that align with the laid-back, colorful energy of summertime living — from effortlessly cool tunics and crochet accents to sporty silhouettes and a touch of tie-dye.”
Alongside, there are additional ready-to-wear, beauty, accessories, and tabletop and entertaining pieces curated with the surf theme in mind. For example, there are exclusives culled from Moda’s beauty offering such as Regime des Fleurs’ Nitesurf Neroli fragrance and nail lacquers from Ssone.
Asked about sales expectations for this capsule, Hennig said, “Our two previous multibrand exclusive capsules [2022’s Club Moda and 2023’s Club Moda Summer] performed extremely well, which is why we continue to evolve and develop these. They foster a sense of excitement with our customer base, as our clients constantly crave unique and special products and the themes have continued to resonate very well, creating an inspiring shopping experience. Many items sell out within the first few days or week of launch but on average, the capsule is expected to hit well above a 65 percent sell-through.”
Half of the exclusives (70 styles) are available for immediate shipping, with the remaining styles shipping within a month of Thursday’s launch.
Rosie Assoulin, who is featured in Club Moda Surf, said, “Moda has been a clubhouse for us from the start. It’s where we share some of our favorite ideas with customers and those who really connect with our brand. They can deep dive into the breadth of our collections.” She noted that from the beginning, her collections have had surf-inspired styles, so Club Moda Surf provided an “organic experience.”
“Our styles for this capsule evoke surf with a sporty touch in a rainbow of taffetas. The color story is like a combination of your favorite beach chair umbrella, ice pop and swim trunks,” said Assoulin.
Jonathan Simkhai, the founder and creative director of Simkhai, added, “The look which we designed exclusively for Moda Operandi is a delicate and soft knit in a bold saturated shade of begonia pink, a flower which flourishes in summer seaside climates.”
The editorial campaign features model Zippy Seven, with her son Cymba making a brief cameo. It was shot by her partner, photographer and videographer Terence Connors, on location at Proper Hotels’ Malibu Beach House and the nearby hills and beaches of Malibu.
The imagery coincides with the digital shopping experience, which launches via email and Moda Operandi’s social channels on Thursday morning.
To celebrate the launch, Moda Operandi will send a group of 150 tastemakers, celebrities and influencers a gifting package filled with limited-edition Club Moda Surf merchandise, including multiple collaborations from Funboy pool floats and Les Tien sweatshirts to Ossa New York phone cases and Soleil Soleil sarongs. In addition, there are trucker hats, beach towels and beauty pouches made together with Marrakshi Life and packed with products from Régimes des Fleurs, Najeau, Ssone, Dr. Lara Devgan, 19/99, Mirror Water, Supergoop and Tan Luxe. Select merchandise will also be available on Moda Operandi while supplies last.
The Club Moda Surf capsule and edit launches for immediate delivery on ModaOperandi.com on Thursday, with price points of Moda exclusives across the ready-to-wear, accessories, beauty and home categories ranging from $25 to $2,820.
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