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For now, the platform is partnering with multibrand retailers including Ssense, Mytheresa, Net-a-Porter, Moda Operandi and Revolve. As usership grows, the plan is to monitor the brands that perform well via these sites to eventually bring brands directly into the fold as well. At launch, OneOff is essentially a gamified fashion-cum-celebrity search engine. What’s playful now will, down the line, eliminate the need to search at all. Once OneOff knows you well, the plan is to feed users weekly recommendations — based on the creator style they’ve indicated they’re keen to emulate — for them to buy. “We want to do what Netflix did for finding what to watch,” Talu says. “It gives you a personalised home feed. Yours looks different than mine. We want to do the same thing in fashion, where the algorithm pick becomes so good that you don’t have to go out and look for anything manually.” This is, of course, where some users will grow dubious. Recall 2024’s dominating fashion quandary, where discussions about the impact of ‘the algorithm’ on personal style wound up almost as flattened as style (purportedly was) itself. But Talu is confident that OneOff’s grounding in real people’s style — and the very human desire to take inspiration from said style — will prevent said flattening.Come To The Scottish Side We Have Thistle And Bagpipes Text Shirt
“AI is a great enabler, but you need to have a very clear use case for it, and it needs to tie back to some sort of a traditional way of shopping,” Talu says. “For us, that traditional way of shopping is people idolising other people’s style. We’re using AI to make that easier.” The merits and limitations of AI’s ability to gauge and recommend that which is stylish and in fashion have been hotly debated. This isn’t lost on the OneOff founders — it’s also, in part, why they opted for an AI “agent” that taps into existing large language models (LLMs) like ChatGPT or Google’s Gemini, over building its own from scratch. “There’s a taste element and a style element that you can’t really expect AI to capture very accurately,” Talu concedes. That’s why OneOff built the AI agent to go out to existing models, bring back the results — for a last step of human touch. Before a product goes live on a OneOff search, a team member has to approve it. “I would say 90 per cent of the time [the AI] does a really good job,” Talu says. The human stamp of approval is there to mitigate that last 10 per cent.
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