J. Front's fashion-rental brand AnotherADdress adds a paid styling diagnosis at Toranomon Hills
Daimaru Matsuzakaya is charging ¥7,700 for a 45-minute styling diagnosis at its AnotherADdress fashion-rental shop inside Toranomon Hills -- a small but concrete sign of a department-store group testing paid service revenue inside a subscription-fashion concept, beyond the clothes themselves.
Daimaru Matsuzakaya Department Stores, the department-store operating arm of J. Front Retailing, said its fashion-rental brand AnotherADdress began offering a paid styling diagnosis at its Tokyo shop inside Toranomon Hills on October 20, with bookings opening the day before, according to a release dated October 19.
The 45-minute "Choose Your Fashion Diagnosis" session costs ¥7,700, tax included and payable by card only: the first 20 minutes cover a personal-colour, body-frame-type or face-type diagnosis, and the remaining 25 minutes put the result to use styling and trying on pieces from the shop's own stock, the company said. Reservations are appointment-only and close at 11:59pm the day before a session.
First-time AnotherADdress customers who book the diagnosis get one month of the brand's Standard rental plan -- three items -- free; existing members, including those on hiatus, get two rental tickets instead, though renting itself still requires an AnotherADdress membership. The Toranomon Hills shop is a temporary location, running from June 2026 to mid-March 2027 inside the complex's Glass Rock Gallery, according to the release.
Charging for what department stores have traditionally offered free -- a styling consultation -- turns AnotherADdress's advisory layer into its own paid product, distinct from the monthly rental fee. For a subscription-fashion concept built on renting rather than selling outright, that is a small but telling bet: that customers will pay separately for the expertise of choosing what to wear, not just for access to the clothes. At a single, time-limited Tokyo location, the scale is modest, but it is a live test of unbundling styling service from the rental product itself inside one of Japan's largest department-store groups.