Gyaru (Japanese:ギャル,pronounced[ɡʲaꜜɾɯ]) is aJapanese fashion subculture for all ages, often associated with gaudy fashion styles, an extrememakeup style and dyed hair.[1] The termgyaru is a Japanesetransliteration of the Englishslang wordgal.[2][3][4][5] In Japan, it is used to refer to young women who are cheerful, sociable, and adopt trendy fashions,[6] serving as a stereotype of culture as well as fashion.[7]The fashion subculture was considered to be nonconformist and rebelling against Japanese social and aesthetic standards[8] during a time when women were expected to be housewives and fit Asian beauty standards of pale skin and dark hair. Early in its rise,gyaru subculture was considered racy, and associated with juvenile delinquency and frivolousness among teenage girls.[9]
A populargyaru subculture specific to theHeisei era (1989–2019) is "kogal (kogyaru) culture" or "kogal fashion,”(子ギャル文化 or コギャル文化)[10][11] and has been commercialized by Japanese companies such asSanrio,[12] and even introduced and supported as a Japanese brand by the Japanese government'sMinistry of Foreign Affairs, along with “Lolita fashion.”[13] Its popularity peaked in the 1990s and early 2000s during theHeisei era in Japan but is currently having a revival in the last couple of years in Japan during theReiwa era.
An equivalent term also exists for men,gyaruo(ギャル男).
The wordgyaru is a Japanese loanword based on the English slang word "gal". Although it has not been fully confirmed, some people say that the term gal also became popular whenWrangler released women's jeans called "Gals" in 1972. When the word first began to be used in Japan in the 1970s, it referred to energetic, youthful women.
In 1978, a Japanese fashion information magazine for girls called "GAL'S LIFE"[14] was first published. This magazine introduced the culture of women in the West Coast of the United States, and included punk rock music, along with other genres like new wave and indie. However, the magazine had nothing to do with Japan'sgyaru culture. Later, this magazine gained controversy due to its extreme expression of sexuality. (see Harmful books Progress in the regulation of harmful books).
In 1979, Kenji Sawada's song "OH! Gal'' became a hit.
At the height of the bubble economy of Japan in the late 1980s, inspired by European fashion trends seen earlier in the decade, women began wearing tightbodycon dresses and suits that emphasized their body lines. This style was mostly worn by female college students and office ladies, and the word "gal" was used to refer to women of the younger generation. The phrases "pichi pichi gyaru" (lively attractive gal) and "ike ike gyaru" (cool gal) also appeared in the early 1980s.
Around this time, Shibuya saw the construction of several fashion and department stores, leading to the city becoming more youth-friendly.
On the other hand, in Harajuku, there was a huge boom in street dance culture calledTakenokozoku in the early 1980s. Even in the late 1980s when Takenokozoku was on the decline, facets of youth culture such as live street performances remained popular in Harajuku.
From 1992 to 1993, just after the Japanese bubble burst, high school girls with short skirts, loose socks, and wearing uniforms appeared, which began to attract attention from the mass media.
During the same time period,Namie Amuro ofSuper Monkey's, had influenced many young girls with her style. Those who imitated the way she dressed called the style "Amuraa". Along with amuraa, other styles, such as 1970s style surfer fashion and LA fashion had become popular among teenage girls. One particularly significant change in fashion was the rise of brown dyed hair, which is theorized to have become popular because of the rise of Amuro.[15]
By 1993, the office lady/female college student boom that had been going on since the 1980s had completely ended due to the collapse of the bubble economy, and the "high school girl boom" was in full swing. From around 1995, this symbolized that even the entertainment of young people was changing to a culture centered around younger high school and junior high school girls.
There are various theories about the origin of the word Kogal, but the most popular theory is that the term was originally used as a slang term to distinguish high school girls who were not allowed to enter night clubs from adult women. There is also a theory that the word "kogyaru" was derived as an abbreviation of "High school girl" in Japanese.
Another derivative word that was created through the initiative of the mass media was "magogyaru", which refers to a junior high school girl.
During this period, Kogal was popular to the degree there was also a "kogyaru boom" in the media, including shows and weekly magazines, featuring specials about kogals on a regular basis. However, in the shadow of this, various issues such as the lack of a concept of chastity and moral values among young people were also brought up at the same time. In particular, with regard to "Enjo kōsai'' (compensated dating), there were concerns that laws prohibiting child prostitution and child pornography had not yet been established, and this was strongly viewed as a problem. It has also been noted that for many gals, it was only through these sources of funds that they could dress up in the extremely expensive fashions of thegyaru culture.
While Kogal was popular in the 1990s, it was rarely seen in the mass media anymore in the 2000s. However, in foreign countries such as the United States,Kogal is also often used as a general term to describe Japanese high school girls. In some places, Kogal is also used as a form of fetish category.[16]
Even into the 1990s, the word gal continued to be used. In particular, the "Oyaji gal" that appears in the mangaSweet Spot, drawn byYutsuko Chusonji gained so much recognition that it won the Buzzword Award. This term is usually used for young women who act like old men. Although this term has little to do withgyaru fashion itself, it can be said that it was one of the first indicators thatgyaru were "cutting-edge in appearance, but somehow lacked order and manners in their speech and behavior". Later on, moderngyaru was compared withOyaji gal.
Around this time, Shibuya's shop tenants such as109 andPARCO gradually shifted to catering to teenagers, establishing the area as a cutting-edge district for teen fashion.
UnlikeHeisei era,Reiwa gyaru is characterized by greater diversity, reduced emphasis on strict aesthetic rules, and a focus on individual expression rather than standardized appearance.[citation needed].
In contrast toHeisei-eragyaru, which was often associated with heavy makeup, deep tanning, bleached hair, and clearly defined substyles, Reiwagyaru encompasses a wide range of fashion and makeup approaches. These may include both bold and minimal looks, as well as the blending of gyaru elements with other styles such as street fashion, onee-kei, jirai-kei, Y2K, and minimalist aesthetics.
The concept of “gyaru mind”—emphasizing confidence, independence, and resistance to social conformity—has become more prominent than specific visual markers. As a result, Reiwagyaru is often described as less prescriptive and more inclusive than earlier iterations of the subculture.[citation needed].
Print magazines, which played a central role in gyaru culture during the 1990s and 2000s, have largely been replaced by social media platforms such asInstagram,TikTok, andX (formerly Twitter), where individuals share styling, makeup, and interpretations ofgyaru identity.
Overall, Reiwa-era gyaru represents an evolution of the subculture that prioritizes personal identity, flexibility, and digital community over fixed visual conventions.
The appearance ofcircle lenses on the eye at the right.
By the early 2010s,gyaru fashion was typically characterized by a face with matte foundation, silver or goldeneye shadow, dark lash line withfalse eyelashes for both upper and lower eyelid, pale or cool colored lips, colored contacts and tanned skin as it is considered a must in some substyles. Though other sub-styles do not demand tanned skin but rather fair skin. They were also most often seen with highly elongated and decoratedartificial nails especially with 3D charms or varyingnail art.
Heisei era styled 3D charmed nails known as junk nails made by nailsfromthetrap
The dramatic nature ofgyaru makeup is considered essential to the subculture, with deviations depending on which substyle one partakes in. Makeup typically consists of black or browneye shadow on the lower lash line to close but also enlarge the eyes, blackeye liner which is drawn as a downward curved line to make the eyes appear rounder, known as puppy liner or in Japanese astarume (たる目) or in English as "droopy eyes". There is also a makeup technique known as thedroop ingyaru. By connecting the upper eyelid eye liner and eye liner at the lower eyelid and even below the eye, this space is known as thedroop.Fake eyelashes should also be of spiky oranime style due to the false eyelash having a cluster-like look and not a wispy-like look; though this notion is mostly brought through the 2000s and 2010s popularity ofgyaru which had a greater use of the spiky fake eyelashes. Later with Western influences would any fake eyelashes of dramatic nature be consideredgyaru.
Sometimes to increase the size and appearance of the eyes, a white, silver, or highlighted colored eye shadow would be applied to the inner or outer corners and the lower lashline of the eye. This is to make the eyes appear larger or to contour them to elongate thesclera of the eye. Conversely, it is sometimes said in onlinegyaru communities that white eyeshadow applied to the extremities of the lower lash line can be frowned upon, as it creates acosplay-like appearance. It is also seen in the makeup application ofgyaru that a touch or a small triangle is applied with black eyeliner in the inner corner of the eyes.
Colored contact lenses or more probablecircle lenses on the eyes, with zoom-in to show the grain or printed dots on the lenses. Also an older version of lenses now and even at the time.
Contouring different parts of the face to change facial features and highlighting the nose for a straight and slimming but also heightening effect is often done. This highlight should be done by a line going straight down the nose with concealer or white color; this technique is known as thenose strip ingyaru groups. Button nose contour is often done by some overseasgyaru especially inChinesegyaru communities where these looks are prevalent, but looked down upon in other or Westerngyaru spaces. This application of contouring, especially in a more button shape, is not a conventionalgyaru look. Lips are almost never seen of a darker color or dark (black) shade, though there are some exception such as ingoshikku- and/orrokku-style looks. Most of the time lips are often colored usingconcealer, white, or a lighter pink color.Blush should not be applied all over the face such as withigari (いがり) or "drunken blush". It should also never be applied on the nose, but should be applied closer to the middle of the cheeks and closer to the eyes, such as the apples of the cheeks.
Eyebrows should be thin and arched, sometimes in a triangular shape, trimmed and color-blocked with concealer orfoundation, with barely any loose strands of eyebrow hair to be seen; some even forgo regularly maintaining them through plucking their eyebrows, and ultimately decide to shave them. The eyebrows are drawn with eyebrow pencil or powder in an arched brow, or most often a triangular flick; they are then lightened with eyebrow mascara. Neither a thick full bushy eyebrow nor aunibrow is seen as a part of thegyaru appearance.
Colored contacts, oftencircle lenses, are used to change eye color and make the eyes appear larger due to the extreme diameter of circle lenses. In addition to enhancing eye diameter,gyaru will use eyelid tape or glue to create the appearance of double eyelids instead ofmonolids. Some even decide to undergoeyelid surgery. In the later years of this style, with the popularity ofSouth Korea through itssoft power, theKorean wave brought an evolution in the makeup ofgyaru. The makeup would see the use of the technique of creating a larger appearance of the undereye, such as by highlighting the undereye and contouring the eye crease to make the eye bag appear prominent; or by using makeup to distinguish theorbicularis oculi muscle, especially theinferior tarsus and to make it appear larger. This is known asKorean: 애교살;RR: aegyosal. In Japanese this is known asruitai (涙袋) ornamidabukuro (なみだぶくろ); it is important to know that these can be translated into English as "tear bag". This should not be mistaken for the tear trough of the eyes, as this makeup application is near the undereye, not on the skin which is even lower than the undereye or even below that on the cheek. Increasing the appearance of the undereye can be also done through the procedure of applyingbotox orfiller.
Hairstyling often differs between substyles. Heavily bleached ordyed hair is most often seen; shades may range from dark brown, to lighter shades of brown, to multiple shades of red, or multiple shades of blonde. Black hair can also be seen ingyaru, but most Japanese participants commonly have dyed hair.Alternative hair colors or vivid hair colors are also seen such as neon red, green, and even blue. Though these colors are seen on more extreme styles worn bygyaru, morealternatively-leaninggyaru will dye their hair with even more extreme colors.
Hair is mostly styled either by curling it with acurling iron or straightening it with a hair straightener. Hair may also be teased to create extra volume. In Japanese, thishair styling is calledsujimori (スジ盛り); in English, it means "assorted streaks". This styling is named so, not only because of its enormous volume of hair, the usage ofhair extension to achieve this look, or even because of its use of an assortment ofwigs to create this hairstyle. Instead, this name comes from these streaks of hair that are made apparent by being held bygel. Since after the curling and crimping; the gel would be used to keep hair streaks visible and present throughout the day. Also it is common thatgyaru will go to ahairsalon, so thathairstylist can create this hairstyle for them. While it can be done on one's own, it will often take a lot of time and practice to accomplish correctly. This hair-styling technique also has a Japanese Wikipedia article; seemorigami (盛り髪).
A woman fromSusukino wearing a highly decoratedgyaru styledyukata print in 2010. The large voluminous hair she adorns is known assujimori (スジ盛り)
Apparel forgyaru fashion also varies by substyle and retail store; this choice of brands can denote which substyle one participates in.Japanese street fashionbrands or westernfast fashion brands with generalgyaru aesthetics indicate one's substyle depending on their appearance in an outfit. Although somegyaru have bought westernluxury brands or evenhaute couture brands, most have gravitated toward Japanese brands, depending on their style. Most of the apparel originated fromShibuya 109. A full outfit of onlydesigner brands is not considered completelygyaru unless one tries for a specific substyle. Yet, even those who participate in the substyle of wearing designer items have different brands, regardless of whether the brands are Western or Japanese. They would generally mix different brands to create agyaru look.
OtherHeisei era or McBling styled and 3D charmed nails known asY2K nails made by nailsbyvicxyy
As for physical appearance,gyarus are presented as having an East Asian thin orunderweight physique to those overseas; though this body is proliferated bygyaru magazines that have on tail or back part of the magazine a quantity of advertisements fordieting products, procedures,supplements, companies or methods to lose weight. Incorrectly starting or opening of these magazines could contribute to aEating Disorder and a negativebody image of oneself; as depending if the reader is using the Western principle of bookorientation to open the magazine could possibly continually be presented to those adverts. These advertisements are also presented with underweight models next to their previous weight (as a before and after) or most likelyphotoshopped bodies with a denominator of lowbody weight. Also apart from thegyaru fashion magazines there were alsogyaru magazine such aspopteen that had magazines, books ormooks dedicated to dieting alone. Though in reality not all participants of Japanese origin were underweight and some and even most overseasgyarus are of an average oroverweight body type.
Reiwa era nails known as chrome silver nails by Jellynailsbychloe
In theReiwa era (2019–present),gyaru fashion and makeup have undergone noticeable stylistic changes compared to earlier periods. While retaining recognizablegyaru elements, contemporary appearances generally emphasize cleaner aesthetics, softer contrasts, and adaptability to modern fashion trends.
Makeup in theReiwa period typically features lighter base makeup, reduced tanning, and a more natural skin tone than the deep tans associated with lateHeisei gyaru. Eye makeup remains central but is often less exaggerated, with smaller false eyelashes, thinner eyeliner, and subdued contouring. Circle lenses continue to be used, though usually in more natural colors and sizes. Nose contouring and heavy white eye highlights are less common than in previous eras.
Hair styling favors simpler, wearable looks, including loose waves, straight styles, ponytails, and half-up arrangements. Hair colors remain diverse—such as blonde, brown, ash, and pastel tones—but extreme volume, heavy extensions, and elaborate hair accessories appear less frequently. Wigs and extensions are still used but are often styled to appear more natural.
Fashion in theReiwa era reflects a blend of classicgyaru influences and contemporary streetwear. Common elements include cropped tops, fitted silhouettes, platform shoes, boots, coordinated sets, and casual glam styling. Traditionalgyaru substyles, such asonee gyaru andtsuyome-influenced looks, persist, though they are often simplified. Accessories tend to be minimal compared to earlier eras, with an emphasis on cohesive styling rather than maximal decoration.[citation needed].
Overall,Reiwa-eragyaru appearance is characterized by refinement, flexibility, and individual expression, with less emphasis on strict substyle rules and more focus on personal branding and social-media presentation.
Gyaru wear a wide spectrum of styles that vary in their overall design. The subculture's fashion is referred to asgyaru kei (ギャル系) in Japanese, translating roughly to "gyaru-type" or "classified asgyaru".Gyaru are not limited to one specific style asgyaru kei and the style as a whole; participants are encouraged to alternate between different substyles.
The different styles ofgyaru are generally known as "substyles". Despite the rigidity implied by the term, these are less rigid categories and more loose labels coined to describe different evolutions and movements ingyaru fashion which emerged as the subculture developed. Each substyle can be classified by its distinct brands (e.g. La Pafait is primarily ahime gyaru brand), hairstyles, silhouettes, color palettes and makeup styles.
Furthermore, most style denotion are terms popularized by magazines and most are not organic street styles created by everyday participants.
Amekaji gyaru ("American casual") is a style inspired byAmerican culture but does follow anAfrican-American silhouette orHip-hop fashion styled appearance such as the baggy look. It is bright, fun, flamboyant, and multi-colored. Inspired by fictionalized images of America, the clothes are generally looser than most othergyaru styles. They usually have many overlapping layers. Pieces found inAmekaji fashion include sweaters, bomber and Letterman jackets, t-shirts, shorts, jeans, overalls, cargo pants, tennis shoes, engineer boots, andUggs. The fashion brands most associated with this substyle are ANAP, COCO*LULU, BLUE MOON BLUE and Wakatsuki Chinatsu. Wearing men's clothing is also common inAmekaji; COCO*LULU had a menswear line. The menswear brand Buzz Spunky is also a staple inAmekaji.
B-gyaru[17][18] is a sub-style ofgyaru that draws inspiration from the baggy street style popularized byhip-hop artists.[19] The letter B in the name is derived from the terms B-Girl and B-Boy, which are commonly used for members of the hip-hop community.[20]B-gyaru never gained widespread popularity in Japan and was mainly associated with the store Baby Shoop. Outside of Japan, reception ofB-gyaru is mixed; the debate over cultural appropriation ofBlack American culture is a point of contention among many Gaijin (Foreign or western)gyaru.[citation needed]
Ganguro,[21][22][23][24][25] also known askuro gyaru (黒ギャル),[26][user-generated source] is agyaru style with artificially deep tanned skin and bleached hair, for this substyle a tan is needed, it is often described as lighter manba. makeup which tends to feature white around the eyes, almost never in the droop, (but outside of the droop on the aegyosal) and on the lips, though in some cases darker shades of color are sometimes seen on the eyes ofganguro. Decorations such as glitter or flowers, such as hibiscus flower stickers, are often added under the eyes. This style was popular in the late 1990s and early 2000s. The nameganguro is believed[by whom?] to be derived from the termgan gan kuro (ガンガン黒), meaning "exceptionally dark".[citation needed]
Gyaru mama[27] are teenagegyaru or women who continue to wear thegyaru style even after having children.[28] Writing forBBC News, Mariko Oi stated that "gal-mama are young mothers who refuse to shed their gal-ness".[29] They sometimes clothe their children in the same style. For example, Aki, agyaru leader of her owngyarusa named Brillant Lab, reveals how these mothers dressed and how they chose their children's outfits, hair and hair color to correspond to their mother's outfit. In other words, the child became agyaru mama's accessory.[30][31] These mothers might parent differently than most in Japan; their parenting style can be quite contemporary for the Japanese societal norms, perceptions and it has been said[by whom?] that it is less stressful for their children.[32]
Hime gyaru[36] also known ashime kei (姫系), is one of the more flamboyant and expensive styles ofgyaru; it is considered essential to buy clothing from pricey brand names such as Jesus Diamante, La Parfait or Princess Melody or from the cheaper brand Rosy future. The substylehime gyaru is largely based on theRococo era, as the Japanese wordhime (姫;lit.'princess');gyaru who wear this style often wear dresses or skirts in pink or other pastel colors with many laces and bows. Rose patterns, rosettes, pearls, and crown motifs are also common. Headpieces range from large bow clips with pearls to headbands with a rose accent. The hair is bleached, crimped in a bouffant at the top, and curled wigs/extensions are worn to createsujimori (スジ盛り)-styled hair. The make-up style often has more exaggerated eyes than the typicalgyaru style. The concept ofhime gyaru is not limited to fashion; many girls see it as a way of life, often making or buying custom-made decor for their homes. The style blossomed in the early 2000s but has since declined or turned more casual; this version is referred to ashime kaji. The style mostly draws upon the Japanese fashion brand Liz Lisa whose appearance and clothes are more casual thanhime gyaru. The style is not to be confused withLolita fashion.
Kogal[37][38][39] defines an age range of 14–18, who wear clothing resembling Japanesehigh-school student uniforms withgyaru flair added to them. Slight alterations such as color or presentation of the garment are frequent. They may also be an actual high school uniform purchased from aburusera. The termkogyaru comes from actual female Japanese high school students in the late 1980s and early 1990s, around theHeisei era who wore this style during or after school sessions.[40][41] They would shorten their skirts from their high school uniform protocol length to give them aminiskirt appearance and length and wearloose socks. The origin of these socks is American brandE.G. Smith.[42][43][44]Kogyaru also often have dyed or bleached hair, accessorizing their high school bags with danglers or mixed educational material with cosmetic products and a portable mirror, things often banned in Japanese high school.Namie Amuro is said to be not only the one who popularized the tanned appearance, but also as having started thekogyaru trend during the Heisei era.[45][46] The termkogyaru is derived from the mixing of the Japanese word子 (ko) orlit.'child' but written inKatakana asコ, and the wordgyaru.[47][48] It is noteworthy that due to the Japanese educational system's regulations on uniforms, the uniforms varied by school, indicating higher standards in terms of grades or wealth. This mattered inkogyaru fashion.[49] The term ofkogyaru is closely related to女子高校生 (joshi kōkōsei) (lit.'high school girl'). The importance ofjoshi kōkōsei is that often onsocial network services theKanji would be abbreviated to "JK" because the first letters used in these Kanji. In this case, these letters combined are not used to convey or beinternet speech to refer to joking but is a direct abbreviation for the wordjoshi kōkōsei. This subculture ofkogyaru fashion is closely related toJK business and compensated dating orenjo kōsai.[50][51][52]
Ora ora gyaru[53][54] is one that is most often compared to or confused withane gyaru due to the fact that both styles were brought to the Japanese public's eye attention through thebōsōzoku,yankī, and Japanese biker gang culture withgyaru makeup and style. Thegyaru magazine of choice isSoul Sister. This style can be understood by its style choice of apparel, such as track suits, greater use of denim, and a generally more masculine look. The style is also known asオラオラギャル (ora ora gyaru) and悪羅系 (ora kei). These girls were often seen driving as a couple, were or are mechanics, and sometimes ride bikes. They tend to have tattoos and piercings. This is not only done to look rebellious but the style caters to girls who live on the edge.
Micro styles ofgyaru are styles which are less common or just were trends, are magazine terms of little notoriety (e.g. marine ormori gyaru), have declined in popularity or have become obsolete.
Bohemiangyaru is agyaru substyle which is rarely worn and is considered less of an actual style and more of a seasonal outfit for those who participate in broadergyaru fashion. It is less of a substyle restrained by rules, being mostly worn in the spring and summer seasons or for those that live in warmer climates. Since the clothing pieces are of a lighter textile, only a jacket is used for layering, and woven leather accessories such as a belt and shoes are more often seen than in other styles. Sandals are often used in this style. Unlike most of the other substyles which use more apparel that easily hold warmth, such as apparel with thicker textile or woollen materials and multiple layers of clothes for one outfit, this style is worn with very few layers or lighter textiles; it is also denoted by its use of airy, denim, flower-patterned, tie-dyed, and nomadic textile motifs in most of its outfits. Most apparel pieces are either maxi-dresses or knee-length dresses. The style seems inspired by late 1960shippie fashion and takes its name from theBohemian style of fashion. This style is sometimes confused withhimekaji due to the similar floral prints and silhouettes, but remains distinct.
Chola-gyaru; Just as the styles ofB-gyaru,rasuta gyaru,bibinba, and evenganguro can be seen as disrespectful or even harmful by those belonging to the groups being emulated in these particular sub-styles; one style such asrasuta gyaru is heavily influenced byRastafari culture; the question remains, is it appropriation or appreciation of another culture—particularly the culture of marginalized groups. Forchola-gyaru, the sub-culture it is emulating is already contentious within the largerChicano culture and the term comes with its own complicated history; the bookComentarios Reales de los Incas has a quote that portrays how the actual word came to be and how it was utilized then in 1609: 'The child of a Black male and an Indian female, or of an Indian male and Black female, they call mullato and mullata. The children of these they call cholos. Cholo is a word from the Windward Islands. It means dog, not of the purebred variety, but of very disreputable origin; and the Spaniards use it for insult and vituperation.'[59][60] The style itself takes enormous influence from Chicano as manychola-gyaru wear apparel clothes that are more often than not the same as Chicano apparel or street wear. A combination of tartans, flannels, oversized t-shirts, and tank tops. Accessorized with bandanas, a baseball cap, dark sunglasses, gold chains, and even tattoos; which still in present-day Japan is still considered a taboo due to its past connotations. Baggy jeans are a must. There is also a Japanese music artist who exemplifies bothgyaru and Chicana culture, MoNa.[61][62] She has been interviewed and documented in the series fromRefinery29: Style out there andThe New York Times YouTube channel.[63][64]
Gyaru den is a style ofgyaru consisting of revivinggyaru through technology. It takes aspects of thegyaru fashion substyle and then makes use of technology as a way to revamp the style. The creators of this style have created all of their items themselves, which can beLED lights orsynthesizers which are used on accessories such as necklaces,loose socks which are those mostly seen onkogyarus. They would create new and different apparel pieces from the regulargyaru clothing pieces since they are mixed with technological enhancements. The creators of this fashion substyle are both Kyoko from Japan and Mao from Thailand, who immigrated to Japan, and has a degree in engineering.[65][66]
Rokku gyaru or rockgyaru is a substyle ingyaru that often draws from Rock fashion fromRock music as its main inspiration. It is often confused withGoshikku gyaru.
Goshikku gyaru is a substyle ingyaru that often draws fromGothic fashion as its main inspiration. This substyle does not require the participant to tan themselves, unlike most of the othergyaru substyles. The makeup retains the same over exaggerated and dramatic false eyelash appearance but the makeup colors are more in line with Gothic fashion, as the colors are darker or even black, and white is more predominant than in the other substyles. The fashion motifs and pieces are generally studded, leather, ripped denim, mesh or fishnet apparel pieces with the most prominent apparel colors being black, white, red, purple and any color used in actual Gothic fashion. This substyle androkku gyaru are often confused and labeled incorrectly between one another.
Haady gyaru; To understand the substylehaady gyaru,[67] one must first understand its name's origin. The Japanese word派手 (hade) can in English translate to either "flashy" or "vulgar". This substyle is the epitome of this: by its name alone this can be understood. The difference of spelling is simply for youth factor, by accentuating the vowels and adding the letter 'Y' to also not be too obvious about it. Examples of thisgyaru fashion substyle resemble the work of artistLisa Frank due to their use of motifs and color, with bright neon colors from across the entire spectrum. Leopard, cheetah, zebra or anything in printed patterns to early 1990s to 2000ship-hop inspired fashion such has 'McBling' and the 'Scene' subculture. Clothing shape varies from very loose fitting to tight but the colors are never toned down. In terms of makeup, thisgyaru substyle and the substyles that range fromganguro to further are the only ones with the use of more pop in terms of color while mostgyaru substyles use either muted to seemingly girly colors. Most of these would be pastel colors, such as pastel pink. Creation of thisgyaru substyle has been credited to theegg model Kaoru Watanabe as she not only created it but also has her own brand of this fashion, JSG, theacronym for Japanese Super Girl.
Ishoku hada gyaru[68][69] is agyaru style that takesganguro to an even higher level thanmanba oryamanba. Instead of someone making their skin twice as dark as their actual skin color, it involves the use of face paint to seem as if the participant had physically dipped themselves in a colorful paint, to resemble anextraterrestrial, but with the same essential style ofgyaru makeup. This micro-style can be seemingly placed as a form ofbody art. The translation of this substyle is unique skingyaru in English. The creator of this style,Miyako Akane states in anArte interview:[70][71] 'I decided to create this style due to the fact that westerns have different hair and skin colors compared to the stereotypical Japanese features of pale clear skin and black hair, so when we want to do this we have to do something drastic. So, by changing our skin color or painting it we get to liberate ourselves; it is like a therapy from makeup, we are allowed to choose our hair color and skin color'. She also states that 'There are many mixed marriage children that are subject to a number of prejudices because of their skin color or their hair color; that is why I want to help by saying loud and strong that everyone is allowed to be whom they want to be.' She also stated in an online interview[72] that: 'I decided to create this style based upon by many things apart fromgyaru, but alsoHarajuku fashion and of course the idea of extraterrestrials; of course it isかわいいギャル (kawaii gyaru).' In aKotaku interview[73] she stated that she has 'longed for the interesting skin tones seen in video-games, anime, and movies'. Thisgyaru substyle has been promoted inegg magazine.
Romanba[74] is based around romantic overtones and aesthetics. It keeps themanba makeup, the deep tan, style, and aesthetic to a great effect, adding a romantic aspect to their apparel. Their choice of apparel pieces vary andmanba, as they would replace the colors worn with dolly pastels, pink lace and sundresses that are frilled.Romanba gyarus instead of accessorizing withLilo & Stitch, they instead accessorise mostly with characters fromDisney'sThe Aristocats with the character Marie often used as a motif. The primaryRomanba fashion brands are Pinky Girls and Liz Lisa. Tanning is achieved mainly through make-up and deep-colored tanning lotions or bronzer;sunbeds are not used in as they try to keep their complexion deep but not darker than intended. They appreciate more toned down things in life than justclubbing.
Kyabajō[75][76] is similar toagejō as it has been inspired since the publication ofkoakuma ageha, which enticed and engrossed women to work inKabukichō as ahostess or akyabajō. They dress in a particular style that makes them mostly wear dresses that are revealing but said to be more lengthy towards the legs and are rather gaudy, some apparel from the Japanese brandMA*RS orJesus Diamante but most are from brands that have a largekyabajō demographic. As stated before, this style resemblesagejo as the participants have the same attire and also have long fake decorative nails. An exponent is agyaru now known by her title元No.1キャバ嬢 (Moto nanbā 1 kyabajō) or Former No.1 Misskyabajō;Emiri Aizawa (愛沢えみり).[77][78][79][80][81]
Neo gyaru[84][85][86][87][88][89] was coined forgyaru who wanted to revitalize the style during the 2010s during its decline. By the time the style reached popularity and people had noticed its existence, the community ofgyaru reacted to it differently than expected; what came was an antiquated, radical, and older or more fanaticalgyaru accustomed to seeinggyaru in a different ideal and some have even shunned the style. This reaction can also be connected with the creator of the style and magazine for this substyleneo gyaru being the known as#N. This substyle and magazine have received backlash due to use ofblack, Latino andHindu culture and culturally exclusive accessories such as theBindi.[90] YetAlisa Ueno herself has stated in an interview on her own blog that herself, her own brand FIG&VIPER and the style she is representing within that brand have nothing to do with thegyaru subculture or fashion as a whole and the style was a probable misconception from magazines and Japanese television programs implying that it was.[91][92] Even though she participated in thegyaru subculture when she was young, as a model, she has stated in her own blog, 'The fashion has nothing to do with her brand.'[93] But those who were wearing said fashion were not using the same fashion style as before or in its traditional form as a substyle; from its apparel to their makeup. Previous, older and newcomers to thegyaru fashion substyle perceived it as not following the traditionalgyaru look or values of thegyaru subculture. To them it seemed more western or even resemblinggrunge wear[94] even though the style may resembleSeaPunk more than the actual grunge fashion it is said to resemble. The makeup was also considerably darker in terms of lipstick and the eyeshadow using more metallic or holographic textures and colors compared to earlier styles ofgyaru and their use of makeup which did not use these textures.
Seiso gyaru[95][96] was coined during the decline ofgyaru subculture and newgyaru looks during the 2010s. The naming of this substyle derives from the Japanese word清楚 (seiso) which in English can be translated as 'neat', 'polished', and 'clean'. This style is also interchangeable withshiro gyaru as they were both formed through the resurgence of the Japanesebihaku within thegyaru subculture.
A regular pastime forgyaru isパラパラ (parapara), a dance performed mostly with hands, arms and legs; with hand, arm movements and gestures with legs going back and forth from left to right. When performed in a group, everyone should be evidently synchronized. It is mostly danced withEurobeat music or covers of other songs but with the aforementioned Eurobeatremix.
One of the most famousparapara songs and its tagline, 'GET WILD & BE SEXY,' is synonymous withgyaru culture and was a famous Eurobeat song of the same name, by the group Eurocker-Girlz also abbreviated to E-Girlz.[97] There are many songs that can be danced toparapara.
A commongyaru hobby isPurikura, known in Japan asプリクラ.Purikura booths are mostly located in the electronic district of Tokyo,Akihabara, where they are a popular activity for both casualgyaru enthusiasts and professionalgyaru models. In addition to being a hobby,purikura booths can be used as a way into magazines. Photos taken in these booths are used by magazines to scout for amateur models (who are often readers of thesegyaru magazines themselves), referred to asdokusha moderu (読者モデル) ordokumo moderu (ドクモモデル) in Japanese.[98]
Decoden (デコ電), also known askeitai (携帯芸術) art, is anothergyaru-associated hobby.Decoden is acompound of 'deco', a shortened form of decorative and 'den', a shortening of phone (電話,denwa). Originating in Japan,decoden involves the decoration of mobile phones and other electronic devices with materials such as acrylic, rhinestones,Swarovski crystals,silicone, andpolymer clay.Denwa decoration is often ostentatious and makes use of 3D motifs as well as media influences. Though olderdecoden were glued onto the electronic devices themselves; newer ones such assmartphones are most likely to usecases to displaydecoden.
A Western example ofdecoden can be understood through the earlier American product ofBedazzler. Another collectors type hobby agyaru might have is having substantial amount ofmobile phone charms in their possession to accessorize their mobile phones. Alsodecoden has also been used for events.Acer Inc. held adecoden contest for the release of theirAcer Aspire Onenetbook laptops in 2009. The contest involved three contestants presenting their respectivedecoden designs for the netbooks in addition to a popularity poll.[99][100]
A group ofgyaru who regularly assemble is called agyaru circle or agyarusākuru (ギャルサークル), but can also be shortened togyarusā (ギャルサー).Gyarusā vary by their members' gender, fashion style, region of origin, and age. There are two types of circles:nagosā (ナゴサー), which comes from the Japanesenagomi (和み), are small groups that base their meetings around casual gatherings. These gatherings can consist ofclubbing,karaoke,purikura, going out to eat at fast food chains or restaurants, and flaunting their outfits to one another.[101] Andibesā (イベサー), which plan, host, and have events with each other. These events can be huge concerts such as "Campus Summit";[102][103][104] which is a festival forgyarus. The termibe (イベ) comes from the Japanese wordibento (イベント;lit.'events'). Agyarusā is also known as agyaru unit.
One of the most famousgyarusā groups is Angeleek, which consisted of at least twelve members who predominantly woreganguro. They have been promoted repeatedly inegg magazine and on national Japanese television. Another prominentgyarusā in the same district of Tokyo isShibuya's НЯК, also known by their Japanesegyarusā name,渋谷ギャルサー 「НЯК」. It boasted Shibuya's largestgyarusā, with over a thousand members. As of 2021, Nachu, the leader of thisgyarusā, still has a website.[105][106]НЯК has also made their own music.[107]Gyarusā have seen a revival as of the 2010s with the creation of the newer group,Black Diamond.[108][109][110][111][112]
Gyaru have their own themed cafés. Similar tomaid cafés, waitresses weargyaru attire and exhibit exaggerated personas in addition to othergyaru-themed rituals. For instance, a general rule ingyaru cafés is the prohibition of politehonorific speech (敬語,keigo).[113] Othergyaru cafés, such as galcafé 10sion,[114][115] offer services such as the chance to weargyaru makeup or receive a fullgyaru makeover.[116] Another notable café targeted towards thegyaru subculture is Beauty Café by GirlsAward. Created by the prominent fashion eventGirlsAward, this café employsgyaru reader models (読者モデル,dokusha moderu) as an additional draw.[117]
TheGanguro Café inShibuya, once the home of thegyaru andganguro style, was closed in July 2018.[118]
Popular recurringgyaru models, icons and idols during its peak wereTsubasa Masuwaka, Kumiko Funayama, Rie Matsuoka,Hikari Shiina, Kaoru Watanabe, Kanako Kawabata, Hiromi Endo, Aoi Mano, Ayame Tachibana, Satomi Yakuwa,Sayoko Ozaki, Yuka Obara, Rina Sakurai,Nana Suzuki, Mie Miyashita, Maya Koganei, and twins Gura and Guri Yoshikawa.[234] Notable, recentgyaru includeYuki Kimura, known for her magazine and onlinealias asYukipoyo and model Iwamoto Sayaka', known asUsatani Paisen. In Japan they are also both known for beingmodels for Gravure from the books they have appeared in.
Often referred to as foreigngyaru or westerngyaru and online asgaijin gyaru (外人ギャル). Women and even men outside Japan who participate ingyaru; "western"gyaru also includes countries outside of the West, such as in theMiddle East.[236][237][238][239]
Baby GAL
The term “baby gal” is not a recognized or used term in Japanese gyaru culture. It does not appear in Japanese gyaru magazines, model interviews, or mainstream Japanese fashion media as a formal substyle or category. The term is linguistically incorrect and translates as awkward, creepy, infantilizing and borderline fetishizing.
In Japan, age-related or stylistic distinctions within gyaru fashion are typically described using established terms such as kogyaru, onee gyaru, or by referencing specific magazines, eras, or aesthetic influences. Newer or softer makeup trends are more often discussed using general beauty or fashion terminology rather than labeled as a separate gyaru substyle.
The use of “baby gal” is primarily observed in overseas online communities, where it is sometimes used to describe beginners, younger participants, or simplified gyaru-inspired looks. However, this usage does not reflect standardized Japanese terminology and is not supported by Japanese-language sources. This term was first coined by the Gaijin magazine “Papillon” in their first volume to show distinction between experienced Gyaru models and beginner Gyaru models.
In 2011, western orgaijin gyaru held their first event, theGaijin Gyaru Awards which was created by an Englishgaijin gyaru with the online username Lhouraii Li. It was done to spread awareness of this style and to bring positivity back into the westerngaijin gyaru community.[240][241]
These events were done with Lhouraii Li and they were mostly done online. They were ended in 2014 by the creator of the event, Lhouraii Li, due to online backlash against her online award show. In 2016, they were made into an event in the Netherlands and were broadcast via livestream.[242][243] In 2019, a community award ceremony was brought back in the United Kingdom,[244] just as in 2016 this was an in-person event and was only made into a live broadcast online for those not able to join the event. These contests were made so that one could vote for contestants within categories or subcategories of this fashion and gain Internet attention from peers by winning within a category.
During the early 2000s, mostanimeconventions saw a glorification ofgyaru andgaijin gyaru presence as they held gatherings, meetings or events usually organized by theirgyarusā and peers in these conventions in their country or where the gathering would be held. International and national meetings among members of thegaijin gyaru community were held on an almost annual basis.[245]
As of late 2018 to early 2019 there was an increase in activity for thegaijin gyaru community caused by the comeback of egg magazine as well as a resurgence ofgyaru in Japan.[246] This has affected thegaijin gyaru community as well, as a newgaijin gyaru magazine,Papillon, was published beginning in October 2019.[247] The foreign magazineGyaru-go also made a comeback. In 2021, thegaijin gyaru magazineGAL VIP had an article written about their magazines by a Japanese website; it is the oldestgaijin gyaru magazines addressed and not the latest.[248] Also in August 2021 a six-minute documentary on westerngyaru orgaijin gyaru has discussed the substyle ofmanba onYouTube.
As stated before, thegaijin gyaru magazinePapillon was published in 2019, but there were two predecessors:Gyaru-go who only published on April 12, 2016, andGal-VIP on September 1, 2012. They are both online magazines whilePapillon has online and purchasable issues. As of the summer of 2025 a newgaijin gyaru magazine has been created and is currently in circulation. This magazine beingGals Mode first got interest on the subsection ofreddit forgaijin gyaru; where there the interest and the gauge of peer attention for was determined that this magazine was needed. Though this magazine should not be confused for Japanesegravure magazineGal Mode.
Even though,Gal-VIP is considered the oldestgaijin gyaru magazine andPapillon the first for physical purchasable media in thegaijin gyaru community; they were not the earliest or the first in the Western community ofgaijin gyaru in a sense, as there was a magazine that was already circulating in the Asian communities orMalaysian community to be precise. The Maylaysiangyarusā, M♥︎Ygyarusā; situated inKuala Lumpur had a magazine namedMoe Candy, that had already physical purchasable media during the early 2010 before bothGAL-VIP andPapillon.
Gals! was amanga that had much influence ongyaru fashion, it is a manga that centers completely on thegyaru subculture. This manga has become once again renowned in the subculture ofgyaru.[249] Though it is said that a reboot of the series may be impossible.[250] Other manga having ties togyaru subculture include Gal Japon, a slice of life manga surrounding thegyaru subculture published in 2010. The 2018 manga calledMy Roomie Is a Dino received ananime adaptation in 2020.[251] The manga Super Baby features a protagonist named Tamao, who lives neargyaru locations or near locations representing or are influenced bygyaru, such as the mall109. This manga centers ongyaru fashion and subculture. It started publishing in 2017.[252][253] Debuting in 2017 and is still being published today, the seriesYancha Gal no Anjou-san.[254] The mangaHokkaido Gals Are Super Adorable! debuted in 2019 and ended in 2024. In January 2018, the mangaMy Dress-Up Darling had received publishing and remains an on-going series; this manga received an anime adaptation, which aired from January 2022.[255]Citrus, ayuri manga and anime, hasgyaru characters.[256]
Many other manga have characters in or related togyaru. For example,Peach Girl, a manga that started publication in 1997. The 2003 mangaBijinzaka Private Girls High School (Shiritsu! Bijinzaka Joshi Koukou), had a titulargyaru character named Nonomiya En. In 2005, the mangaGalism: Love Supreme Sisters (Galism: Renai Joutou 3 Sanshimai) was released. In 2009, the mangaKECHONPA was published, instead of being a shōjo manga, it had a drama-driven plot. Also in 2009, the animeHime Gal Paradise ran on Japanese television and revolves around a main character who is initially ordinary but enters a high school where every student is agyaru. In 2014, the manga and anime seriesPlease Tell Me! Galko-chan[257][258] was published. It mostly discusses topics ranging from gender differences, sexual behavior or body complexes, and differences in both the female and male bodies.[259] Galko-chan, the protagonist of this manga, and her older sister are bothgyaru.
Astop motion anime series namedMilpom[260] was created to promote thegyaru lifestyle. The mall of Shibuya 109 is shown as the first shot as the scene in thepilot and is present during its entirety. It lasted from 2015 until 2017. Thevoice actresses of this series consist of magazine models, including Anna Yano who appeared inmer andKERA magazines, Saki Shibata from the magazinemer as well, and thepopteen modelsHikari Shiina and Ai Matsumoto. Hikari Shiina voice-acting Milpom and Ai Matsumoto voicing the secondary lead, Pon-pon; after the pilot her name had been changed to Silky.[261]
Non-gyaru-orientated series have also includedgyaru characters. A non-gyaru anime, being the well known seriesPokémon has also had agyaru representation; first in the original anime within the first season on episode 15 called "Battle aboard the St. Anne" (サントアンヌごうのたたかい!,Santo Annu-gō no Tatakai!). The Team Rocket members Jessie and James are disguised as a mix that might now resemble tokogyaru andganguro, respectively; but it was simply an early representation ofkogyaru at that time. In the 2018 moviePokémon the Movie: The Power of Us Risa is agyaru character. But thePokémon series already had aganguro representation by the actual Pokémon,Jynx. But fans and Pokémon company themselves disagree since the appearance of this Pokémon in 1996 forPokémon Red and Blue on theGame Boy and the series since. The comedy animeMr. Osomatsu has agyaru character namedJyushiko Matsuno. The seriesSkull-face Bookseller Honda-san has also hadgyaru-influenced characters: twogyaru and onegyaru-o are customers. The firstgyaru is a customer as well as afujoshi. She appeared in the second chapter of the manga, titledYaoi Girls from Overseas. She also appears in the first episode of the anime. The other two characters appear within later episode of the series as clients, too. In the non-gyaru-orientedshōnen seriesSgt. Keroro, the characterAngol Mois takes the appearance of akogyaru in her human form. The anime seriesGreat Teacher Onizuka has a group ofganguro students. The manga and animeAfter the Rain has agyaru on chapter six of the manga and on episode 3 of the anime named "Raining Tears" orAme Shizuku as anAV Idol on aVHS.[262]
When episode 6 of the mini anime series of the smartphonerhythm gameHatsune Miku: Colorful Stage! named "Leo/need Style" (レオニードスタイル,Reonīdo Sutairu) first premiered on YouTube in 2022, it was accused by American and English-speaking viewers in general of "doing/promotingblackface" and "cultural appropriation" due to a scene inspired bygyaru fashion substyle ofganguro perceived as being blackface. The next day, the episode was withdrawn indefinitely and a public apology in both English and Japanese was uploaded on the officialTwitter account.[263][264] The removal of the episode is controversial and many fans of the game and show, either Japanese and American, were disappointed with the company's decision, with some blamingSega for its "bending the knee" and "listening to outraged Twitter who insist that everyone should respect foreign cultures while applying and imposing their own Western prejudices, views, puritanism and imperialism against foreign media and subcultures".[265][263][266] The episode was reuploaded to YouTube on March 15, 2022, with some modifications that removed the typical tan, make-up, and the previous items.[267]
Colourful, the 2010anime movie, has agyaru secondary character,Hiroka Kuwabara, not only from her appearance and nonchalant attitude, butenjo kōsai, forms a major part to her role.
Japanese television have a had an enormous amount ofgyaru-based content during the Heisei era. These television programs could center ongyaru and even commercials employedgyaru. Some of these shows were made bygyaru forgyaru to boost their popularity and morale as a Japanese fashion style and to do the same for the featured models. They also popularized the magazines or the stores in Shibuya 109 that appeared in these programs since they were either the producers or had a contract with the producers.
There were often single segments aboutgyaru within programs. One of the earliest being aboutganguro and their love for tropical clothing and a new type of thigh-high socks that looked likebell-bottoms that had at the time been released in Shibuya 109.[268] The show GAL-TEN, created bygyaru forgyaru, was produced by egg magazine and broadcast byTBS Television in the 2010s.[269][270] Other television segments usedgyaru orgyaru models to promote the show and the models themselves; such as this segment promotingkoakuma ageha model Rina Sakurai.[271]
Another example of television segments aboutgyaru were those about make-up application, such as the big eye trend of the early 2010s calledデカ目メイクdekame meiku, said to make one's eyes resemble a child's.[272] There was also a television segment onparapara competitions withgyaru and even nationwideganguro who were all from a certaingyarusā from theKantō region of Tokyo all the way toOsaka.[273] Another television segment regarded threejoshi kōkō gyaru and their way of making money by beingsugar babies by using older men with the older Internet system of Japan forenjo kōsai. While doing so, one of the participants told of having made 200,000 yen and when adjusting for inflation made about 1,400 dollars with three dates in one day.[274]
Shows that were relevant to the actual lifestyle or subculture ofgyaru during theHeisei era included television specials about thegyarusā orgyaru in general. For example, thegyarusā Angeleek had its own episode on Japanese television, fully dedicated to their events, general outings with each-other and how they helped a younger generation participate in or join their group to continue its legacy.[275] Westerngyaru have also appeared on Japanese television: the SpanishgyarusāHysterical appeared twice, both in Spain and while visiting Japan.[276][277]
The AmericangyarusāDiamond Gal appeared in a segment on aNippon TV program.[278] This segment was created with an exaggerated situation and staged moments to provide more drama. Westerngyaru have appeared on Japanese television since 2013, with a whole segment of a Japanese variety broadcast dedicated to various westerngyaru who were either in Japan at the time or abroad.[279]
Others that reflected and tried to capture the daily lifestyle ofgyaru on Japanese television were the JapaneseFashionTV segments known as "Tokyo Girls".[280][281][282] The first episode of this series filmed a day in a shop-staffone spo daily custom. The only proof of this episode existing since FashionTV's deletion of these episodes is atumblr withgifs of this episode.[283] On the same tumblr there is also proof in gif of the episode of the shop staffMiauler Mew being followed for that episode.[284]
South Korean comedianPark Seong-ho depicted agyaru orkogyaru in 2012 for theKBS Entertainment Awards which was shown onKBS2, asketch-comedy show calledGag Concert. In the character ofKorean: 갸루상;RR: Gyaru-sang, he depicted someone so self-absorbed that she barely takes notice of those speaking directly to her and is portrayed as an idiot. But in an interview, Park Seong-ho admitted having little understanding of thegyaru phenomenon.[285]
Some movies either center around or have agyaru influence to give it either a cult following or for a nostalgic factor for those who participated ingyaru.
In 2009, Japanese modelRina Sakurai from the magazinekoakuma ageha appeared in her own film, 'GIRL'S LIFE'.[286] The protagonist inHaruka Ichinose is also agyaru. A renowned scene in the movie is Haruka having to choose a name for herself since she started working as a hostess in akyabakura and after a minor disagreement with the hostess bar's manager regarding the nickname she originally proposed, she reluctantly decides to be nicknamedAgeha, a reference to the magazine for which she models.
Men's egg created in 2011 a movie that is reminiscent of 'Kamikaze Girls' premise; two people from completely different sides of life have to befriend or even help each-other. The movie 'men's egg drummers'[287][288][289][290] is about the young teen named Keita who was suddenly become the overseer of a shrine after he's father inexplicably falls ill. Keita has to now find new members for ataiko drumming performance before an annual festival.[291]
In 2016,黒い暴動♥ or known in English as 'Ganguro gals riot' was released.[292] A group of high-schoolganguro in the 1990s place a time capsule. Jump to current day, were said group are older not participants of said fashion but are reminiscing on those past events.
The 2018 Japanese movie Sunny:Tsuyoi Kimochi Tsuyoi Ai[295] has a group of women reminiscing about their high school years in the 1990s and their time beinggyaru.
Many genres of music are popular forgyaru and are sung or made by or forgyaru. FromEurobeat, toEDM,Trance, and other genres of music or Eurobeat remixes, they are casually listened to bygyaru. Eurobeat and songs that are remixes in said genre are regularly danced to as well withparapara (パラパラ). There are many albums of eurobeat music targeted towardsgyaru but these aren't the sole genres of music listened or made by or forgyaru. During theHeisei era the varying music that was produced towards agyaru audience is now considered in Japanesegyaru songs (ギャルソングス).
Singers such asKoda Kumi,Namie Amuro,[296][297][298] andAyumi Hamasaki[299] are internationally famous, and regarded as inspiration for manygyaru. OtherJ-pop artists who were considered to be essential to listen to were LOVE to LOVE, GAL DOLL,[300][301] KAHORI, and Juliet. Other favorites includeSifow, who was at the time not only a model but also a singer for J-Pop as she had been a solo artist when starting her music career as Sifow.[302]
Many characters from various Japanese media have agyaru connection. For example, in theYakuza series, especially in its third iteration,Yakuza 3. It debuted aside-mission which would then be included with its gameplay and features in later sequels. Where in fictionalKabukichō or as the game refers to it asKamurocho, the player would need to recruit women to join ahostess club. These women were actualgyaru from the magazineKoakuma Ageha. These models are used as actual character models in the game; their whole appearance was replicated to the smallest detail to have them created and placed as 3D characters. These models fromKoakuma Ageha areSayaka Araki, Nemu, Rina Sakurai, Eri Momoka, Riho Nishiyama, Rina Aikawa, and Muto Shizuka. They have even been compared to their replicated three-dimensional counterparts.[303]
These characters became hostess of thesefictional hostess clubs; if the player chooses to do this side-mission and complete it. The hostess club section of the game first appeared inYakuza 2 in the sense of visiting the clubs themselves and not in the similar way as in the third game where the player recruited actual members for the clubs. They even have their own magazine in the games calledKamutai magazine which is also replica of the actual magazineKoakuma Ageha.[304] This content was omitted in the Western releases ofYakuza 3.
InDanganronpa, the character ofJunko Enoshima is inspired bygyaru subculture; she is called asuper high school levelgyaru (in the English dub, this is changed to “Ultimate Fashionista”).[305][306] ThePersona series also has agyaru. InRevelations: Persona, there is akogyaru named Yuka Ayase.No More Heroes 2: Desperate Struggle has akogyaru enemy as a character. The player must defeat her to proceed in-game; she is known as Shinobu Jacobs who is encountered later in the game. Thevisual novelescape room seriesZero Escape has the character Clover Field (四葉フィールド,Yotsuba fi-rudo) that is portrayed as agyaru.
TheWagamama Fashion: Girls Mode series,[307] known as Style Savvy and Style Boutique in North America and thePAL region respectively, is based on multiple Japanese street fashion subcultures and has a main focus on brands and selling apparel. The video game has a variety of brands and styles but also some of these that can be interpreted as mimicking or representing somegyaru fashion brands. For example, thein-game apparel brand AZ*USA (AZ-USA in the West) has a striking resemblance to thegyaru brand D.I.A.; another would be the brand CherryBerry (April bonbon in the West) also having its own representation of theamekaji style. Most probable inspiration would be thegyaru brand COCO*LULU.
The video-game franchiseAnimal Crossing byNintendo also had agyaru, but she only appeared in a spin-off game of this series. Specifically theAnimal Crossing: Happy Home Designer on theNintendo 3DS, the character named Lottie appears in that video game for the first time, she is a character represented as anotter. After multiple encounters with her, there will be an in-game event on the third day ofgameplay, where her uncle Lyle will state himself that she wears too much makeup in a game dialogue and in a later in-game event she can even be found without her makeup. She will state to the player character, that it was due to the fact she woke up too late for work but would often wear her makeup to impress a male colleague; the colleague's name in game is Digby.[308][309] She also appears inAnimal Crossing: amiibo festival on theWii U. Here are her looks on in-game.[310] This character has recently been added to theNintendo Switch version of Animal Crossing,Animal Crossing: New Horizons, through the paiddownloadable content ofAnimal Crossing: Happy Home Paradise. Though that isn't supposedly the onlygyaru influenced character inAnimal Crossing; but instead of anon-playable character it is an actual villager within the series. Thegorilla villager Jane (or Fever,フィーバー) has been remarked having aganguro like appearance inどうぶつの森 (doubutsu no mori) on theNintendo 64 and Japanese versions of said game on theGameCube.[311]
Another video game franchise with agyaru character is theDragon Quest series. On the Nintendo DS gameDragon Quest IX there is agyaru as the fairy character, Sandy.[312] The video-game company, Nintendo did not only cater togyaru by the use of video-game promotions withgyaru or video games related to thegyaru subculture. They have a series ofapplications that can be used for both theNintendo DSi and Nintendo 3DS. They are on theNintendo DSiWare and theNintendo eShop. It is apurikura application for bothvideo-game consoles developed by the companyAtlus. In Japan this series of applications are known asitsudemo purikura kiradekopuremiamu (いつでもプリクラ キラデコプレミアム) and abroad as the 'Sparkle Snapshots' series.[313][314][315][316]
Nintendo has made an homage togyaru by having weapons inWii U gameSplatoon being inspired bydecoden culture as weapons in-game such as the.52 deco gal and.96 deco gal;[317][318] their name are Japanese puns togyaru culture throughgoroawase as.52 deco gal isgotsu (ゴツ)deco gal and.96 deco gal beingkuro (クロ)deco gal; they have also usedamiibo as a costume for the same game, akogyaru outfit for female inkling characters.[319] Besides thatSplatoon 2 octoling idol Marinavoice actress is agyaru known as Alice Peralta[320] and also has her own group with the voice actress of Pearl as the LAIDBACKS.[321]
On the Internet, there are many makeup tutorials and event videos ofgyaru meeting each other on YouTube. Many videos discuss this fashion subculture, such as article videos, history videos,makeovers, and questionnaire videos.[325][326] There is also a video that has been uploaded by the YouTube channel of the older women's magazineJosei Jishin as the Jinsin channel; that has the twins Guri and Gura Yoshikawa giving a make-over to an elderly women to resemble them.[327][328]
There are alsogyaru parody videos and even Japanese television program fragments remain viewable on YouTube, ridiculinggyaru andgyaruo. One of the most famous is the 2011GAL O sengen (GAL男宣言;lit.'Gyaru O declaration') created by the Japanese music group Policeman (ポリスマン,porisuman),[329][330] which achieved brief popularity outside of Japan as anInternet meme.[331] A recent parody that can be also interpreted as an honoring of every notablegyaru that has appeared in manga, anime, andhentai is the YouTube videoGyaruSushi.[332] It refers to an actual sushi restaurant inRio de Janeiro.
Cosmetic products, ranging from makeup tofalse eyelashes from non-gyaru-owned cosmetic companies togyaru-created and owned cosmetic companies were plentiful during theHeisei era.
Tsubasa Masuwaka's cosmetic linekyandidōru (キャンディドール;lit.'candy doll') and false eyelash branddōrīuinku (ドーリーウインク;lit.'dolly wink')[333] are manufactured and sold by the Japanese company Koji Honpo Co. Limited (コージー本舗). Both of these brands still exist, but with new packaging and a different target clientele. Cosmetic company Meiko Cosmetics Incorporated (メイコー化粧品), also known by its license name SHOBIDO (粧美堂), best known for its false eyelash branddaiyamondorasshu (ダイヤモンドラッシュ;lit.'diamond lash'), released many commercials during the 2010s with manygyaru models from that time period, includingChinatsu Wakatsuki,[334] Natsumi Saito (斉藤夏海),[335] Satomi Yakuwa (八鍬里美), Kurotaki Maria (黒瀧まりあ) and Muto Shizuka (武藤静香).[336]
There are many advertisements for wigs from Japanese companies with endorsements bygyaru models.
There are three notable wig brands: Aquadoll (アクアドール,Akuadōru), LOVES WIG (ラブズウィッグ,Rabuzuuwiggu), and Prisila (プリシラ,Purishira). Aquadoll made a commercial featuring manygyaru models and actresses to promote their various wigs.[337] LOVES WIG made multiple commercials for wigs created withpopteen model Kumiko Funayama's endorsement.[338] And Prisila made a commercial with the endorsement of popteen modelNana Suzuki for a smaller array of wigs such as clip-on bangs and clip-on extensions.[339] Prisila is also known for its taglines that have appeared in Japanese television andgyaru magazines as well, such as 'No wig, no life!'[340]
Japanese hair-dye products also hadgyaru-based ads during that time that now appear on YouTube. There are two notable hair-dye brands noted in thegyaru subculture: Palty (パルティー,Parutī) and Beauteen (ビューティーン,Byūtīn).[341]Gyaru models Tsubasa Masuwaka and Kumiko Funayama promoted Palty[342][343] and Beauteen,[344] respectively. Tsubasa Masuwaka has even appeared in advertisements for its male hair-dye variant of Palty.[345] AndSouth Korean Pop groupKARA appeared in a 2011 commercial for the Palty brand with Tsubasa Masuwaka placing the dye on her hair while KARA sing their new song,ガールズビーアンビシャス (Gāruzubīanbishasu,lit.'Girls be ambitious').[346]
During the movement's heyday, electronic hair tools and accessories were created forgyaru. Tsubasa Masuwaka endorsed the TsuyaGla Perfect portablehair straightener collection, which was produced by the brand CJ Prime Shopping (CJプライムショッピング,CJ puraimu shoppingu). It is a hair straightener including accessories such as plastic covers to create curls with them to almost the same effect as a hair curl with a hair curler. They were produced in candy pink, midnight navy, and virgin white.[347] CJ Prime shopping also made a professional version of the TsuyaGla Perfect hair straightener with the endorsement of Jun Komori asgyaru model,[348] this version being simply called TsuyaGla Pro. The same Japanese company have also made a wave hair curling iron and regular curling iron with Kumiko Funayama as the endorser; this time the products were called TsuyaGla Wave and TsuyaGla Curl.[349]
The West entrance ofShibuya 109 in 2018; old 109 departmentlogo present at the time
In 2021, a selection ofgashapon were released to the market, made to resemble various foldedorigami paper cranes made bygyaru. Their poor appearance was noticed by the Japanese public. But these origami were made to have this appearance due to the artificial nails of thegyaru who made them, and were sought after due to their rarity and handmade nature.[350] Each gashapon also came with a philosophical question or phrase.[351] In 2022,gyaru magazineegg produced a series of capsule toys for bothgyaru and collectors. The selection of these capsule toys ranged from six different magazine covers made intokeychains, plastic pins withgyaru slang and new models from the magazine in metal pins with the added bonus of all of these variants having an added magazinelogo as asticker.[352] On September 14, 2022,Sanrio made a collection of 17 items based onkogyaru subculture, consisting of four mascots on keychains, accessory cases, and hair clips.[353][354][355][356] A collaborative commercial between Russia and Japan was made with a photoshoot with model Natsuko Matsumoto the Russian mascotCheburashka.[357] The merchandise franchisemameshiba made a short featuringganguro talking to each other, when the mascot charactermameshiba appears and gives worldly triva.[358] The dollJenny produced by the companyTakara Tomy also hadgyaru influence, adding an entirely new doll to the Jenny line named Jessica with appropriategyaru-influenced clothes that are based on the substyleagejo, but are misclassified in the commercial ashime gyaru.[359]
In a competition for the Japanese music company,AVEX Inc., Kumiko Funayama won a special background for Japaneseflip phones with Sanrio andMyuumo (ミュゥモ), AVEX's digital music distribution company, to create a specificHello Kitty character that resembles Kumiko Funayama herself.[360][361][362][363] Another Japanese electronic brand,Fujitsu, collaborated with both Kumiko Funayama and three brands from theShibuyadepartment store 109: Cecil McBee, COCO*LULU, and Pinky Girls.[364] This mutual effort was made through the use of their flip phone products from the line ofNTT Docomo.[365][366] In 2011, electronics companyPanasonic produced the Panasonic Lumix FX77, a camera praised for its use of face-altering functions such as adding makeup onto a photographed bare face. This was commercialized in collaboration with then-gyaru model Yuka Obara, presented by the American news programCBS News on their YouTube channel.[367] The Japanese companyFuRyu, which producespurikura machines, collaborated with then-popteen model Tsubasa Masuwaka for their new machine in 2011.[368] In 2011, an iOS 3 "no make-up" application "Theすっぴん。ギャル編" or "Theスッピン。ギャル編 (Suppin. Gyaru-hen,lit.'The No make-upgyaru edition') was released. It did the inverse of most photographyfilters forselfies, removing make-up instead of adding it.[369][370][371][372] There is akyabajō version as well. The corporationHeiwa, which producespachinko machines, has also had collaborations withgyaru such as Muto Shizuka and Momoka Eri for making akyabajōpachinko machine; calledパチンコCRラブ嬢小悪魔 (Pachinko CR rabu jō shōakuma).[373]
Twomanba taken in 2006 doing the hand gesture of theV sign but can also be interpreted asegg magazine's egg pose; which is now (Reiwa era) known as thegyaru pose
^"ギャルとは、見た目じゃなくマインドのこと。――みちょぱ、"本当のギャル"を語る" [Gyaru is not about looks, but about mentality: Michopa talks about the “real gyaru"].ライブドアニュース (in Japanese). RetrievedDecember 21, 2024.
^Miller, Laura (December 2004). "Those Naughty Teenage Girls: Japanese Kogals, Slang, and Media Assessments".Journal of Linguistic Anthropology.14 (2):225–247.doi:10.1525/jlin.2004.14.2.225.ProQuest195127170.
^編集部あやころ (March 31, 2019)."平成ファッション振り返り【平成元年〜11年】ギャルがブームを席巻♡＜PR＞" [Heisei Fashion Look Back [1989 - 1999] Gyaru Sweeps the Boom].lamire [ラミレ] (in Japanese). RetrievedDecember 21, 2024.
^"90年代のリアルファッション。「コギャル」スタイルをプレイバック！" [“Real Fashion of the 90s. A Playback of 'Kogyaru' Style!”].S Cawaii!(エスカワイイ) (in Japanese). Archived fromthe original on December 26, 2024. RetrievedDecember 21, 2024.
^"平成レトロな"コギャル&ギャル男"にサンリオキャラクターが変身！ 「ときめき平成コギャルデザインシリーズ」 9月14日よりサンリオにて発売" [“Sanrio Characters Transform into Retro Heisei “Kogyaru” and “Gyaru Otoko” Characters! Tokimeki Heisei Kogyaru Design Series” to go on sale at Sanrio on September 14.].プレスリリース・ニュースリリース配信シェアNo.1｜PR TIMES (in Japanese). September 7, 2022. RetrievedDecember 21, 2024.
^"日本ブランド発信事業 南米・チリ・ペルーにて日本のファッションブランド『BANSAN』発信" [Japanese Brand Dissemination Project: Japanese Fashion Brand “BANSAN” in South America, Chile, and Peru](PDF).www.mofa.go.jp. Archived fromthe original(PDF) on May 14, 2024. RetrievedDecember 21, 2024.
^Suzuki, Tadashi; Best, Joel (January 2003). "The Emergence of Trendsetters for Fashions and Fads: Kogaru in 1990s Japan".The Sociological Quarterly.44 (1):61–79.doi:10.1111/j.1533-8525.2003.tb02391.x.S2CID145052921.
^Moskowitz, Nona (December 2014),"Gender, maturity, and "Going out into the World": self-referent term choice at Ogasawara Middle School",U.S.-Japan Women's Journal, vol. 47, University of Hawaii Press,The kogyaru [...] appearing in the early 1990s offers a more recent example of the way in which women who transgress gender ideals continue to be objects of critique. The kogyaru style, frequently marked by bleached hair, white makeup on artificially tanned skin, brash behavior, and a reputation for talking explicitly about sex and other taboo subjects, often, as Laura Miller notes, 'combines elements of calculated cuteness and studied ugliness.' It is a look that appears to be 'an affront to the male tastes of readers.' The white eye shadow and lipstick on the tanned or blackened skin of the ganguro or yamamba styles combine to create the look of a photographic negative. Sharon Kinsella found that readers' comments drew upon images of a primitive tribe or some kind of animal and suggested a 'sexual and racial delinquency' on the part of the girls.
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