During fashion month, the Moda Operandi team goes into overdrive: creating content, sending out tailored offers and updating the site to capitalise on the buzz around certain shows and trends. For the last few fashion seasons, the editorial, buying and shopping teams added another task to their list: updating the retailer’s Instagram broadcast channel.

The channel is open for anyone to join and offers the luxury e-tailer’s community insider coverage of fashion month in real time, explains Lauren Santo Domingo, co-founder and chief brand officer of Moda Operandi. “Our audience can brush up on all the gossip at the shows, the all-important soundtracks, the characters sitting front row, or the trends as they are emerging, all before the designer has even taken their bow.” Since launching last September, it has gained over 5,400 members and is connected to Domingo’s public profile, allowing members to react to polls and content shared by the Moda Operandi team.