UPDATE: The screen is most probably from the HK PS Store, treat which also has the Japanese DLC in English. It was most probably in the HK Store because the one who bought the DLC has the Asian version of the game.
He found Ruca's previous life costume in the US PSStore, more about for some reason. This was apparently bought by his friend, and he saw it through the friend's activity log.
But... if that's the case, then that would mean this is the JP version. Either there's a mistake in the system, or Namdai may have put this up as a placeholder of sorts, which is now leading people to believe that Namdai might have plans to bring this over to the US.
Again, THIS IS A RUMOR. Personally though, this might just be a little misunderstanding.