The new AI-led fashion retail platform blends celebrity-vetted curations and AI-driven style recommendations.
Oneoff
AI continues to make waves in the fashion industry: already capturing $2 billion of the fashion space, it is set to reach $26 billion by 2032, driven largely by the demand for personalized experiences. While retailers are still catching up, a few startups are already starting to reshape how we shop, using AI to create more seamless, tailored and unified shopping experiences.
OneOff is among them, and could very much become a unique shopping destination in fashion. Founded by Emir Talu and Bobby Maylack, OneOff is an AI-powered shopping app, curated by celebrities, tastemakers, and your friends. Unlike existing products in the market, its focus is primarily on discovery. As co-founder Maylack explains: “So much of what we see is geared towards buying and not shopping. We wanted discovery and engagement to be key elements of our platform, making the process fun and seamless.”
Their realization came after reflecting on how drastically the way we shop has evolved in the past decade. While discovery used to happen primarily in physical stores, it now unfolds across e-commerce, TikTok feeds and Instagram stories. This led to many tech startups working towards blurring the lines between social and e-commerce, recognizing a simple truth: celebrities and influencers have become one of the primary sources of brand discovery and purchase. Yet there is still a lot of friction involved in the process: finding items worn by celebrities often involves a mix of screenshots, Pinterest searches, and Instagram fan accounts browsing. That’s precisely the anchor of OneOff’s value proposition: celebrities share what they actually wear, browsing is personalized, and check-out is unified, making the path-to-purchase seamless and highly engaging.
When users create their profiles, they’re prompted to define their personal style preferences. From there, they can follow verified celebrities, explore what’s on their wishlists and in their closets, and subscribe to curated edits based on seasons, occasions, or recent obsessions. Each interaction feeds the app’s algorithm, fine-tuning recommendations to deliver increasingly tailored product suggestions. Users who click on an item are redirected to one of the app’s retail partners (which include Net-a-Porter, Moda Operandi, Mytheresa, Ssense and Revolve) and can check-out instantly, with every purchase native to the app, capturing consumer behavior to further refine the algorithm.
Occasion-led product discovery is another way to explore OneOff’s curated edits.
OneOff
Browsing can be as targeted—or as exploratory—as users want it to be. They can search for an outfit for a specific event or browse their favorite celebrity’s looks. Current tastemakers on the app include Winnie Harlow, Suki Waterhouse, Olivia Palermo, and Olivia Jade, among others. Over time, OneOff plans to allow any creator with strong engagement to become verified and earn commissions from in-app purchases.
Both Maylack and Talu emphasize the importance of engagement as central to OneOff taking off. Access to celebrities’ actual shopping behavior sets the app apart, but the opportunity for users to build their own profiles and curate fashion lists (available for friends and followers to explore) is equally powerful: “The way we build engagement and keep people going on the app is by being able to see what others – both our friends or celebrities – are liking and buying because ultimately, fashion is a conversation,” admits Talu.
And while AI might be the backbone of the app, human-led curation remains central. OneOff encourages users to build their own catalog while also ensuring the platform’s overall direction remains rooted in authentic style, which is why the founders appointed celebrity stylist Jamie Misrahi to join as Creative Director.
“As a stylist, my job is hard to scale, but with AI, we can expand access to our favorite tastemakers and celebrities’ styles, helping boost fashion creativity rather than replace it,” says Misrahi. In her role, she will be curating wardrobe edits while shaping the overall product catalog and surfacing emerging trends.
Misrahi echoes the founders’ observation regarding how complex shopping has become: “I discover new brands through friends, Vogue Runway, fashion retailers like Net-A-Porter, and just online in general,” she tells us. “OneOff brings it all together, creating a space where you can shop your favorite celebrities’ closets, follow your friends, and see what’s trending.”
Fashion has always been about personal expression and discovery. Yet the discovery journey has never been more fragmented, as social commerce reshapes how consumers find, engage with, and connect to brands. OneOff reflects how deeply tastemakers influence our fashion choices, and captures exactly how the next generation of shopping experiences will feel: aspirational, engaging, and deeply personalized.