Why I Dress Up for Love

Kurumi Mashiba works in PR for a homeware firm, el Arco Iris. She is also an influencer with 100,000 followers. For the sake of her company, followers, and CEO Shogo for whom she has secret feelings, Kurumi strives just a bit too hard to be admired. Yet she struggles to keep up with her regular duties and is evicted from her apartment. With the aid of her sole girlfriend, food stylist Koko, Kurumi finds herself bound for an apartment on swanky Omotesando to live the high life all on her own, or so she thought. Already there is the motley crew of Shun, a minimalist who runs a bar on wheels; Haruto, Shun’s relative and an online counselor; and Ayaka, who, alongside her supermarket job, is an aspiring artist. When Kurumi and Koko move in, their new life as a mismatched fivesome begins.

Kurumi is devastated by the sudden news of CEO Shogo Hayama’s resignation. Shun promises to treat the gloomy Kurumi to some shrimp. At around the same time, Haruto suggests to Kurumi that the two of them go blossom-viewing together in an effort to cheer her up when he notices that her social media posts have stopped. However, Shun, Ayaka, and Koko also end up coming along for some reason. Meanwhile, the PR department at el Arco Iris struggled with their response to their CEO’s departure, but then Kurumi is faced with an unexpected turn of events.

When Kurumi has a mistake of hers pointed out by Kotaro Matsushita, the head of the PR department, she is recommended to take some time off. Meanwhile, Ayaka’s painting makes it to the final round of Art New Wave 2021, a contest considered a launchpad for successful artists’ careers. Haruto learns that the exhibition is going to be held close to a campsite he often goes to, so he decides that he will go to see her work for himself. The results are also going to be announced there. Koko can’t attend due to work, but on her suggestion, Shun and Kurumi also join to make it a gang of four heading for the campsite.

On the night of their camping trip, Kurumi is told by Shun that he might have feelings for her. Kurumi is shaken by this, and as they head home she is still unsure of what exactly Shun meant. Upon their return, she is approached by Koko, Haruto, and Ayaka, who also have something to talk to her about. Then, one day, Ayaka suddenly falls ill. As Kurumi checks up on her, she ponders over something in her head. While this is going on, work for the next season’s collection gets underway in el Arco Iris’ PR department when out of nowhere, Kurumi is nominated to meet with the designer.

Kurumi and Shun confirm their feelings for each other. Kurumi invites him on a date in secret from the other housemates, and Shun suggests the two of them take Koko’s pet dog Koji for a walk. Kurumi wants to feel like they’re a couple, but Shun is against any changes. This disparity in their outlooks gives rise to feelings of frustration and unease in Kurumi. Meanwhile, an increase in the number of counseling sessions for client Chiharu Funaki gives Haruto cause for concern. Shortly thereafter trouble strikes, and not only is Haruto affected, but Kurumi and Shun get caught up in it too. On top of that, when Koko’s ex-husband Reiji Kobayashi shows up, their home is thrown into chaos!

Shun wakes to find himself next to a fast-asleep and very content-looking Shogo. Though Shun should be the person most opposed to this unexpected guest, he is perplexingly receptive. Seeing Shun be so friendly with the man she once cared for only adds to Kurumi’s confusion. This surprise reunion with Shogo strengthens her dream of one day becoming a buyer. Shogo expresses his full support for this, leading to the distance between the two shrinking a little. Conversely, Kurumi and Shun’s hearts drift further apart. Meanwhile, Haruto worries that Ayaka is avoiding him after the pregnancy panic. Bewildered by the cold shoulder she has been giving him, Haruto is desperate to improve things, but an unforeseen event occurs. Shogo becomes the latest housemate, and life as a strange sextet begins.