Fashion EC”ZOZOTOWNZOZO Co., Ltd. (Headquarters: Chiba City, Chiba Prefecture President and CEO: Kotaro Sawada), which operates”, and Mash Holdings Co., Ltd. (Headquarters: Kojimachi, Chiyoda-ku, Tokyo, President and CEO: Kondo Hiroyuki hereafter, Mash Group), which develops businesses such as fashion, beauty, food, design, real estate, etc., will provide super personal styling services at ZOZO's first physical store”Niaulab by ZOZO“A new project to develop items from a total of 14 apparel and cosmetics brands (*) of the Mash Group in (hereafter, suitable labs) and propose new styling that mixes the brands”MASH GROUP × niaulab by ZOZO” was carried out from 3/9 (Sat) to 3/17 (Sun). Also, styling by Mash employees that they have actually experienced will be shown in ZOZOTOWN's special content starting 4/10 (Wednesday) today, and you can purchase items used for styling.
Special page:https://zozo.jp/event/niaulab-mashgroup/
In this project, employees and influencers from each Mash Group brand experienced a super personal styling service in a suitable laboratory where they gathered approximately 900 items from the Mash Group's 14 apparel and cosmetics brands (*). ZOZO's unique AI and professional stylists proposed new styling using multiple brand items across the Mash Group's apparel and cosmetics brands and categories, and the new styling mixed with the brand was disseminated through the personal SNS of each brand employee who experienced it and the brand's official SNS.
Furthermore, by publishing it within ZOZOTOWN's special content, the aim is to promote offline experiences online, and to provide customers who have not experienced this project, in addition to encounters with new brands and items, multifaceted encounters, such as new aspects of the brand and the possibility of item combinations. By purchasing items used for styling at ZOZOTOWN, users can also experience their favorite styling.
Going forward, we will continue to provide opportunities for people to enjoy fashion even more by working on various projects with brands through suitable laboratories
(*) 10 apparel brands, 4 cosmetics brands: SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, styling/, CELFORD, SNIDEL HOME, MIESROHE, Cosme Kitchen, Celvoke, TO/ONE, SNIDEL BEAUTY
＜Comments from people who have experienced it＞ ※Some excerpts
SNIDEL Yamaura Marina

Having a professional do the styling and hair and makeup made me realize that the range of styling I am good at is still narrow. In particular, the layered style of pairing a feminine skirt with sporty pants was fresh. I'm also short, so I hadn't tried layering until now, but I thought I'd take this experience as an opportunity to try it out.
Emmi Yoshida Chie

The layered style of skirt and pants and vintage-like combinations were fresh. Normally, I don't change my hair and makeup according to the styling, so I did hair and makeup that matches the styling this time, and it made me notice once again that the styling is complete with hair and makeup included. Also, there are usually many sneaker-centered styling, but it was a new discovery that styling with a different taste than usual can be completed even by simply changing shoes or bags. There are times when I don't have many opportunities to wear other brands, and the range of styling has expanded by being proposed with items I wouldn't usually choose, so I want to make use of them in my daily styling.
CELFORD Ichi Mayuko

The styling that combined a formal CELFORD skirt with a shirt from the wellness lifestyle brand Emmi was fresh. I usually choose CELFORD's elegant clothes, but my selection of items has expanded through this experience of mixing items with other brands. It made me realize the importance of not only styling made with items from the same brand, but also styling mixed with other brands. I felt that there are a wide range of styling possibilities, so from now on, I would like to propose not only my own brand items but also new coordination proposals to customers, including combinations with items from other brands.
FRAY I.D Abe Yurina

As for sheer materials, I often wear basic colors, but the styling that combines colors made me feel fresh. I don't usually wear layered shirts and bustier styles, so it made me realize that there are ways to show off this kind of styling. I would like to incorporate it into my future styling. Even if I wanted to try a variety of styles, they tend to have fixed outfits when matched within the same brand, so it was interesting to expand the range even more by mixing brands. The goodness and interest in items from other brands deepened.
＜About Mash Group＞
“We give shape to our ideas and deliver happiness to people.” It is a company in line with the corporate philosophy and the idea of “wellness design,” which enriches people 24 hours a day and brings smiles. When selecting materials, when procuring, when making products, and providing them. If there is something in the manufacturing process that doesn't fit into wellness design, no matter how profitable the business is, they will never do it. That is Mash's business model, which we are proud of and our mission. Established in 1998 as a graphic design company. Since entering the fashion business in 2005, the business has expanded into a wide range of business categories such as beauty, food, and sports. We are developing business not only domestically, but also around the world, such as America, with a focus on Asia.
URL:https://mashgroup.jp/
＜ About “niaulab by ZOZO (suitable lab)” ＞
Suitai Lab is ZOZO's first physical store that opened in Omotesando in December 2022, and is a super personal styling service where you can find your “suit you.” By multiplying ZOZO's AI with the knowledge of professional stylists, we offer a special experience free of charge by reserving one customer for 2 hours or more.
URL:https://niaulab.com/
Please check the PDF version here.
Release_mash×niaulab_20240410.pdf
To all members of the press
Regarding this matter,HerePlease contact us at