A new shopping platform is giving consumers the upper hand on identifying what celebrities are wearing.
On Wednesday, Bobby Maylack, former chief creative officer at Cameo, and Emir Talu, a founding team member at Blank Street, launched OneOff, an AI-driven fashion discovery platform that blends personalization, social inspiration and e-commerce.
The two entrepreneurs joined forces earlier this year after recognizing a gap in the market: a high-retention platform — aka a “Spotify or Netflix for shopping” — where users return multiple times a day.
You May Also Like
Related Articles
“If you want to be what Spotify [is] to music, you also need a social element,” Talu said. “Right now, e-commerce — especially in luxury fashion — feels isolated. No one knows what you’re buying unless you tell them directly, and the experience itself is fragmented. Traditionally, you’d go to your favorite brand’s store, talk to a sales associate and see what’s new. But discovery has completely shifted to algorithm-led platforms like Instagram, Pinterest and TikTok. Now it’s not about needing to shop — it’s about wanting something because you’ve seen it on someone. You see a look, connect emotionally and think, ‘I can see myself in that.’ That instinctual desire is what drives modern fashion consumption, and what ultimately [led us to create] OneOff.”
Inside the OneOff App
The OneOff experience begins with a quick onboarding process that takes less than five minutes.
Users select the type of content they want to see — menswear, womenswear or genderless — and scroll through a curated gallery of inspiration images that train the AI to recognize their personal aesthetic.
“Essentially, we associate different products with different styles,” Talu said. “So with one click, users provide 20 to 30 items that serve as reference points for the algorithm to personalize their page.”
Once the system has gathered enough data, it generates a customized feed featuring items from multibrand retailers — including Ssense, Mytheresa, Net-a-porter, Moda Operandi and Revolve — and products aligned with the user’s preferences. The platform’s catalogue includes more than 1 million luxury items, ranging from under $100 to more than $1,000, spanning everyday essentials to high-end pieces.
“At Revolve, we’re redefining next-generation retail through connection and discovery,” said Ryan Pabelona, vice president of performance marketing at Revolve. “With OneOff, we’re transforming cultural influence into intuitive, shoppable experiences that meet customers where inspiration begins.”
One of the most notable features of the app, though, is the “Verified Spotlight” section, which houses verified profiles for figures like Emma Roberts, Winnie Harlow, Rob Lowe, Suki Waterhouse, Brooks Nader, Danielle Guizio and Olivia Jade, to name a few.
Each profile showcases items these personalities have actually worn, streamlining product discovery and eliminating the trial-and-error of reverse-image searching to identify specific pieces, Talu noted.
He explained that verified profiles are designed to function differently from standard user accounts — similar to how Spotify distinguishes artists from listeners. “They can provide direction or a theme, and our team handles the data aggregation and edits,” Talu said. “It’s a much faster process than manually managing a storefront or linking products one by one.”
Each celebrity profile also serves as what Talu described as a “living index” of their style, automatically logging new looks whenever they’re spotted wearing something publicly. “It’s an easier way for these busy figures to maintain an updated profile,” he added. “If they had to manually add products every time, it would create friction — so we built a system that accelerates that process [while eliminating the trial-and-error] of reverse-image searching to identify specific pieces for consumers.”
For celebrities and influencers who aren’t yet on the app, OneOff’s technology can still help users shop their style — but within clear boundaries.
“We don’t work with Gigi Hadid yet, so we [haven’t] created an official profile for her [nor do we] use her likeness,” Talu said. “But because she’s such a prominent fashion figure, the algorithm understands her aesthetic. If a user searches her name, it surfaces products inspired by her style — more like a search result than a profile. Once we officially collaborate, that would then become a verified account.”
As one of the first celebrities to join the app, Canadian model Winnie Harlow said she relates to the frustration many shoppers feel when trying to track down something they’ve seen someone else wearing — a problem OneOff is “helping eliminate.”
“I know how it feels to be on the search for the perfect look,” Harlow exclusively told WWD. “That’s why I’m so excited to be part of this platform — it makes that dream so much more accessible. Now, anyone can shop [for] the exact pieces they see on the people who inspire them.”
Alongside Harlow, celebrity stylist Jamie Mizrahi — whose clients include Adele, Jennifer Lawrence, Pedro Pascal and Jeremy Allen White — is also betting big on OneOff, joining the company as creative advisor.
In her new role, Mizrahi said she will serve as an adviser, helping introduce the platform to users and the broader fashion community.
“As a stylist, my job is all about curation — working with talent to build looks, finding inspiration in what others are wearing and staying connected to what designers are putting out in the world,” Mizrahi said. “I’m constantly sharing ideas with clients and friends — sending links, trading screenshots and recommending pieces across Instagram, TikTok, Pinterest and text. The fact that OneOff brings all of that under one roof…is so exciting. It’s a way to curate, shop and share within a community built around something I already do every day.”
Aside from Harlow and Mizrahi, who serve a more image-driven role within OneOff, several industry heavyweights are supporting the platform behind the scenes, including Eva Guerrand-Hermès of the Hermès family.
“There’s been a shift in how people discover what to buy in fashion over the past few years,” Guerrand-Hermès exclusively told WWD. “We believe OneOff and its team are well equipped to address the needs of today’s luxury fashion shoppers.”
From Beta to Launch
Before OneOff’s official debut on iOS (with plans to expand to additional operating systems in the future), Maylack and Talu conducted beta research in April to better understand the influence of celebrity style.
The cofounders indexed the top 100 most-searched figures in fashion and built a searchable engine that surfaced products based on what those celebrities had recently worn — an early proof of concept that confirmed how much consumers rely on celebrity and influencer inspiration.
“We realized the engagement hook was really strong,” Talu said. “Tens of thousands of people checked it out within weeks. That momentum pushed us to evolve it into a platform where retention was possible and the full experience — discovery, personalization and checkout — lived in one place.”
Once they had validated the idea, Maylack and Talu began building the app in July with an in-house team led by a former Pinterest alumnus. Talu said the team “brought that same technical spirit of personalization” to fashion, integrating AI into nearly every layer of the platform.
“The more AI we built in-house, the greater our processing and computing needs became,” he said. “So we developed multiple AI agents — one for data aggregation and scraping, tracking what celebrities wear publicly and linking those items to retail partners; another that assists with coding; and one that keeps inventory synced across retailers like Farfetch and Mytheresa. By leveraging these agents, our engineering team now delivers three to four times the output we had before AI.”
Despite the technical complexity, development moved fast.
In fact, from ideation to launch, the app took roughly three months to bring to market.
“Our approach has always been not to over-assume,” Talu said. “We’d rather put something in front of users quickly, get feedback and iterate. If that means launching a product that’s not perfect, we’re fine with that. The goal is to build in parallel with the customer…using real feedback to make it better over time.”
While the app is only beginning to roll out, Maylack said the long-term goal is for OneOff to become part of users’ daily routines.
“Success for us is when people wake up in the morning and, before even getting out of bed, they’re scrolling through OneOff alongside Instagram,” Maylack said. “That’s when we know we’ve built something meaningful — when users want to engage with it constantly, even when they’re not necessarily making a purchase.”