Fashion Subscriptions Transform Consumer Behavior
Subscription-based services are rapidly expanding in Japan's fashion industry. Following the success of "unlimited listening" and "unlimited watching" for music and videos, the era of "unlimited wearing" has arrived. Particularly noteworthy is "AnotherADdress," operated by major department store chain Daimaru Matsuzakaya, which has surpassed 360,000 members as of December 2025, gaining popularity as a monthly subscription service for renting high-end brand clothing.
This new consumption style is not merely a trend. It provides concrete solutions to problems that working women have faced for years.
Why Department Stores Are Seriously Entering the Market
The success of Daimaru Matsuzakaya's "AnotherADdress" stems from service design that addresses customers' genuine concerns. It answers long-standing frustrations such as "wearing the same clothes repeatedly" and "having a full closet but nothing to wear."
The service currently features over 440 brands, allowing customers to freely choose from designer brands including Maison Margiela, MARNI, Y's, beautiful people, and Theory. Since March 2023, it has expanded to include men's fashion, and in June 2025, launched "AnotherADdress.biz" for corporate clients. Leveraging the trust and editorial expertise of department stores, it provides a safe and enjoyable experience.
Monthly fees start at 11,880 yen. Dresses exceeding 100,000 yen and bags over 200,000 yen can be rented within the same monthly fee. In September 2025, 11 new brands were added, including popular names like Jil Sander and Kenzo.
Diversifying Fashion Subscription Options
Professional Styling Services
"airCloset," launched in 2015, is Japan's largest fashion rental service with over 1 million members. From a selection of 500,000 items across 300 brands, professional stylists curate outfits matching users' preferences. For 10,780 yen monthly, customers receive three items, solving the common dilemma of "not knowing what to wear."
Utilizing body type analysis and personal color diagnosis, the service helps users discover new coordination styles they wouldn't choose themselves. It's supported by women across a wide age range, from their 20s to 50s.
New Items for Younger Demographics
"MECHAKARI" distinguishes itself by offering exclusively new items. Operated by apparel manufacturer Stripe International, it primarily features the company's own brands like earth music&ecology.
With relatively affordable pricing starting at 3,476 yen monthly, it's popular among women in their 20s and 30s. Users can choose from over 120,000 items, and clothes rented for 60 consecutive days are automatically gifted to the user. While focusing on casual wear, it also offers items suitable for office casual settings.
The New Wave of Vintage Subscriptions
"Furupura," launched by University of Tokyo students, attracts attention as a service for affordably trying popular vintage store items. Vintage subscriptions are expanding overseas and gaining support in Japan, particularly among environmentally conscious younger generations.
By eliminating the hassle of searching through physical stores, it lowers the barrier to trying vintage fashion.
Three Problems Fashion Subscriptions Solve
Resolving Closet Space Issues
The problem of closets overflowing with accumulating clothes is a common concern. Fashion subscriptions eliminate the need for seasonal clothing rotation, allowing users to keep only what they need at hand. This reduces the effort of seasonal wardrobe changes and major cleaning, simplifying life.
Reducing Purchase Regret
Everyone has experienced buying clothes worn only a few times. Subscriptions allow users to try items through rental before considering purchase, enabling ownership of only truly suitable pieces. Users can confirm comfort and practicality in real-life situations beyond what store fitting rooms reveal.
Environmental Consideration
Recognized as guilt-free fashion that doesn't contribute to overproduction, these services eliminate the need to purchase new outfits for every party or event, saving both time and money. Daimaru Matsuzakaya's AnotherADdress was selected for the Ministry of the Environment's "DECO Katsudo" promotion project, recognized for its contribution to decarbonization.
The "roop" Sustainable Initiative
AnotherADdress has promoted the "roop Clothing Circulation Upcycle Project" since August 2024. This initiative collects cherished clothing that can no longer be worn and transforms them into upcycled pieces through designers' creativity.
The 2024-2025 fashion design contest "roop Award" attracted 95 designers who created 452 pieces. These works are progressively offered as rental items, aiming for circular fashion that carries forward the emotions and stories attached to clothing.
Points for Choosing Services
Match Your Lifestyle
For professional styling, "airCloset" or "Rcawaii" are recommended. For self-selection, "MECHAKARI" or "AnotherADdress" are better choices. For luxury brands, choose "AnotherADdress," and for new items only, opt for "MECHAKARI." Clarifying priorities is essential.
Verify Fee Structures
Check not only monthly fees but also return shipping costs and cleaning requirements. MECHAKARI charges 418 yen per return but doesn't require cleaning. airCloset charges separate return shipping but includes stylist services.
Start with Trial Periods
Many services offer first-month discounts or free trial campaigns. It's wise to try for one month to determine suitability. Cancellation is relatively straightforward, making it easy to begin.
Future Outlook
Fashion subscriptions are establishing themselves not merely as cost-saving measures but as a new consumption style. They embody a shift in values from ownership to experience, from mass consumption to circular economy.
Department store entry has improved service quality and reliability, making these services more accessible. Future developments may include AI-powered personalization and services addressing increasingly specialized needs.
A life surrounded only by truly necessary clothes with an organized closet—fashion subscriptions offer one pathway to achieving this ideal lifestyle and will continue growing.
Reactions in Japan
Since starting a fashion subscription, my closet is organized and the stress of seasonal wardrobe changes has decreased. Being able to try various styles for 10,000 yen a month is honestly a good deal.
Being able to try luxury brands through AnotherADdress is amazing. I can casually wear dresses that would cost over 100,000 yen to buy. The quality is reassuring since it's from a department store.
Return fees are higher than expected. I use MECHAKARI, but if you exchange frequently, the costs add up.
The outfit the pro selected for me through airCloset was in a color I'd never choose myself, but it surprisingly suited me well. Thank you, stylist!
I was hesitant about vintage clothes, but trying Furupura was surprisingly good. It's environmentally friendly and seems like a great service for young people.
As a busy parent without time for shopping, subscriptions delivered to my home are helpful. But sometimes sizes don't fit, which is problematic.
I'm a bit resistant to wearing used clothes. MECHAKARI's all-new items are reassuring, but what about other services?
I think upcycling initiatives like the roop project are excellent. Being able to enjoy fashion while considering environmental issues is ideal.
Fashion subscriptions have a good concept, but in practice they're troublesome. Thinking about return timing is unexpectedly time-consuming.
With frequent presentations and business dinners, being able to wear different outfits each time through AnotherADdress is truly helpful. The same-clothes problem is solved!
I feel there are still few options for men. I wish there were more men's fashion lineup.
I'm happy that services utilizing body type analysis and personal color diagnosis exist. Being able to scientifically choose clothes that suit me is revolutionary.
The overflowing closet problem resonates with my minimalist mindset. But over 10,000 yen monthly feels expensive. I want more affordable plans.
Learning it was selected for the Ministry's DECO Katsudo initiative, I can enjoy fashion guilt-free. Sustainable fashion is important.
I feel buying clothes myself is more economical for long-term use. Subscriptions might be good for temporary enjoyment though.
MECHAKARI's system of receiving clothes after 60 days rental is interesting. Using it like a trial and keeping what you like is great.
Department store entry seems to have increased service reliability. Daimaru Matsuzakaya provides peace of mind.
Having a stylist choose is convenient, but sometimes clothes don't match my taste. However, there are new discoveries too.
A lifestyle without owning clothes makes sense as part of the sharing economy trend. It will likely expand further.
Returning without cleaning is convenient. Saving time and effort makes it perfect for busy people.
Japan's fashion subscriptions show great environmental awareness. I wish more services like this would spread in America.
It's interesting that department stores are entering subscriptions. Luxury brand rentals are popular in France too, but not as systematized as in Japan.
China has clothing rental services too, but not as high quality as Japan's. The upcycling project especially is a wonderful idea.
While the sharing economy is advanced in Germany, fashion is still developing. There's much to learn from Japan's approach.
In Spain, owning clothes is common, but younger generations are becoming interested in subscriptions like Japan's.
Fashion subscriptions haven't spread in Poland yet, but with growing environmental awareness, demand will likely emerge.
We have services like Rent the Runway in the UK, but the reliability that Japanese department stores offer is attractive.
Fashion rentals are popular in Korea too, but monthly fees are high. More affordable pricing would increase users.
In Italy, fashion is personal expression. Rentals are convenient, but the value of owning your own clothes is hard to abandon.
Sweden is passionate about sustainability, but concrete initiatives like Japan's roop project are rare. We should reference this.
In Brazil, clothes can be bought cheaply, but for quality focus, subscriptions are a good option. However, they haven't spread yet.
The UAE has a strong luxury orientation, but interest in sustainability is growing. Japan's model is intriguing.
Fashion rentals are gradually spreading in Australia too, but return costs are an issue. Japan's system is efficient.
In Canada, logistics are challenging due to vast geography. Dense services like Japan's are difficult, but possible in urban areas.
Fashion subscriptions aren't common in Russia yet, but younger generations might embrace them.
In Mexico, clothing purchases are prioritized for economic reasons, but subscription services for the middle class might become popular.
Singapore has high demand for luxury brands. I'd use a service like Japan's AnotherADdress if available.
Traditional clothing is mainstream in Saudi Arabia, but young women are interested in Western fashion too. Subscriptions could be a good entry point.
Minimalism is popular in Denmark, but fashion subscriptions are still niche. I hope for development like Japan's.
Traditional outfit rentals are common in India, but daily wear subscriptions are still rare. Japan's model is a good reference.