What is gyaru fashion?

Gyaru Fashion: A Deep Dive

Gyaru fashion is a Japanese fashion subculture that originated in the 1990s and remains influential today, despite evolving considerably. It's characterized by a rebellious attitude against traditional Japanese beauty standards and emphasizes a more Westernized, glamorous, and individualistic look.

Key Elements

Tanned Skin: A significant departure from the Japanese ideal of pale skin, gyaru often feature tanned or darkened skin achieved through tanning beds or makeup.
Elaborate Makeup: Gyaru makeup is typically bold and dramatic, including heavy eyeliner, false eyelashes, circle lenses (to enlarge the eyes), and brightly colored eyeshadow.
Blonde or Light-Colored Hair: Hair is often dyed blonde, brown, or other light shades, and styled in elaborate ways, including perms, extensions, and large, voluminous styles.
Bold Fashion: Clothing styles vary widely within the gyaru subculture, but often include revealing outfits, platform shoes, miniskirts, and accessories like jewelry, nail art, and bags.
Nail Art: Many gyaru sport intricate and extravagant nail art, often featuring 3D embellishments, glitter, and bright colors.

Substyles

Gyaru isn't a monolithic style, but encompasses various substyles, each with distinct characteristics. Some popular substyles include:

Kogal: One of the earliest and most iconic gyaru substyles, kogal often features a schoolgirl-inspired look with short skirts, loose socks, and platform shoes.
Ganguro: Known for its extreme tan, bleached hair, and heavy makeup, ganguro is a bolder and more rebellious style.
Yamanba/Manba: An even more exaggerated version of ganguro, yamanba features very dark tans, white lipstick and eye makeup, and brightly colored hair.
Himegyaru: Himegyaru ("princess gyaru") embraces a luxurious and elegant aesthetic, with frilly dresses, elaborate hairstyles, and expensive accessories.
Agejo: A more mature and sophisticated style, agejo focuses on elegant and feminine clothing, with an emphasis on designer brands.
Onee-gyaru: Onee-gyaru ("older sister gyaru") features a more mature and sophisticated style, with an emphasis on elegant and feminine clothing.

Influence and Evolution

Gyaru fashion has had a significant influence on Japanese youth culture and has spread internationally through online communities and media. While some of the more extreme substyles like ganguro and yamanba have become less common, the core principles of gyaru fashion – self-expression, individuality, and a rejection of traditional beauty standards – continue to resonate with many young people. The style continues to evolve, incorporating new trends and adapting to changing social norms.