Founded in 2000 by British entrepreneur Natalie Massenet, Net-a-Porter revolutionized the industry with its magazine-meets-online-store format. Massenet stepped down in 2015 and now invests in emerging brands through Imaginary Ventures. Since then, the shop has changed hands multiple times: most recently in April 2025, when Munich-based rival Mytheresa acquired the entire Yoox-Net-a-Porter business from Richemont. The group now operates under the name LuxExperience. For you as a customer, the address and the selection remain unchanged-for now. Looking for men’s fashion? Head to its sister site, Mr Porter.

Net-a-Porter proved that luxury can be sold online without looking cheap. That standard still stands today.

Moda Operandi: Always One Season Ahead

One Vogue editor and one entrepreneur with a groundbreaking idea: in 2010, Lauren Santo Domingo and Aslaug Magnusdottir launched Moda Operandi. Santo Domingo, then a contributing editor at American Vogue, brought connections to the major fashion houses. Magnusdottir contributed the concept: a shop that gives you the same privilege editors had-access to pieces before they hit stores.

The principle is called a trunk show, and it remains the site’s core. Instead of waiting for a collection to hit retail, you pre-order directly after the show-often months in advance-with a 50 percent deposit. You secure pieces that would never enter regular production. This isn’t a discount model; it’s the opposite: access over savings. Both founders have since left the company, but the idea lives on.

Replacing Bluefly: The Outnet for Discount Hunters

In 2020, this space featured Bluefly, the American discount designer marketplace. It no longer exists. Bluefly filed for bankruptcy in early 2019 and shut down; its domain was later auctioned off. Clicking there today leads nowhere.

The spot for those seeking discounted designer fashion now belongs to The Outnet, the outlet arm of the Net-a-Porter universe. With over 350 labels and discounts up to 70 percent, it shares the same curated touch as its big sibling-just with last season’s pieces. Industry insiders take note: LuxExperience has announced plans to sell The Outnet to an investor group (The O Group), with completion expected in early 2026. For now, the shopping experience remains the same.

What to Watch For When Buying Luxury Online

Knowing three reputable addresses is half the battle. The other half is knowing where not to shop. Designer fashion ranks among the most counterfeited product categories, and on the web, the line between an authorized seller and a shady marketplace isn’t always clear at first glance. The rule is uncomfortable but reliable: if the price seems too good to be true, it probably is. A dress priced at €1,200 everywhere else suddenly listed for €280 on an unknown site? That’s not a bargain-it’s a red flag.

Buy direct from the brand or an established partner. Net-a-Porter, Moda Operandi, and The Outnet source their stock straight from the houses, which sets them apart from anonymous platforms. Look for clear return policies, accessible customer service, and payment methods with buyer protection. If you’re shopping secondhand, choose marketplaces with in-house authentication that verify every item before shipping. It may cost a few extra days of patience, but it’s worth every minute.

All that’s left to do now is clear some space in your wardrobe before the new arrivals arrive. If you’d like to declutter without regret, we’ve covered the how-to elsewhere: How to Declutter Your Wardrobe-Easily. And for those thinking ahead, see how seriously fashion is embracing secondhand with Zalando’s vintage store, Zircle.