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Gen Z cares more about what their favourite celebrities and creators are wearing than any one brand. This is the premise of new AI-powered fashion search platform OneOff, founded by Emir Talu and Bobby Maylack. “Younger millennials, Gen Z, have Instagram as a default app and are using algorithms to find whatever clothes they’re searching for,” says Talu, who is a first investor in Sourced By (another AI-powered fashion platform tied to trending Instagram products). “Online discovery is becoming the biggest inspiration source for fashion.” OneOff’s initial premise is simple: go on the website; answer the prompt question of ‘Who are you wearing?’ with the creator whose outfits you want to emulate; and choose from a selection of AI-generated products based on this creator’s style. Items are sometimes exact, sometimes ‘inspired by’ what these high-profile creators are wearing. A search for Addison Rae brings up $262 red Repetto pumps and a polka dot Dolce & Gabbana bustier top ($995). Want to dress like Hailey Bieber? Try a Wardrobe.NYC blazer dress ($2,500) or a pair of $470 Saint Laurent cat-eye sunglasses. Items are majority luxury, with some sub-$100 basics thrown in. The idea is to stay true to what creators are actually wearing, Talu says. Higher-ticket items also mean higher commission.Georgia College Gcsu Bobcats Arched Dad Logo Shirt
The grip celebrity style has on consumers is clear. Celebrity outfit accounts have followings in the hundreds of thousands, and modern fashion magazines have built business models around sharing celebrity outfit finds. Bottega Veneta knew that fans of A$AP Rocky and Kendall Jenner (both of whom are in OneOff’s initial crop of creators) would be all over their full-look Bottega guerrilla paparazzi photos, weeks before the images were re-released as an official brand campaign. Ninety-one per cent of Gen Z shoppers look to creators for the latest trends, according to a recent LTK report. Fifty-one per cent say that social media influencers set these trends; 21 say the same for celebrities, per a recent Vogue Business survey. (Of course, these days, stars like Hailey Bieber double as both.)
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