By Alex Curran 
Introduction to Gyaru Fashion
Gyaru fashion is a vibrant and daring Japanese fashion subculture that emerged in the 1990s, characterized by bold makeup, striking hair colors, and a rebellious attitude towards traditional beauty standards. Gyaru (ギャル) is derived from the English word “gal,” and it reflects a free-spirited, fun, and carefree personality. This style exploded in popularity, with subgenres developing over time, each with its own take on the gyaru aesthetic. Though it has evolved, gyaru fashion continues to be a symbol of self-expression and individuality in both Japan and abroad.
In this article, we will explore the history of gyaru fashion, its key elements, popular substyles, and its cultural impact.
The Origins of Gyaru Fashion
Gyaru fashion began in the 1970s, but it wasn’t until the 1990s that it truly gained momentum. The style was born out of a reaction against Japan’s traditional beauty standards, which favored pale skin, dark hair, and conservative attire. Gyaru culture embraced Western-inspired fashion trends and promoted tanned skin, bleached hair, and extravagant outfits.
The rise of gyaru fashion is also linked to Japan’s economic boom in the 1980s, when young women had more disposable income to spend on fashion, beauty, and entertainment. Gyaru style allowed them to express their independence, confidence, and rebellion against societal norms.
Key Elements of Gyaru Fashion
Gyaru fashion is known for its unique and often exaggerated style. Here are the key elements that define the look:
1. Bold Makeup
One of the most defining features of gyaru fashion is its makeup. Gyaru girls (or gals) are known for their dramatic eye makeup, which includes thick eyeliner, false eyelashes, and vibrant eyeshadow. Eye-enlarging circle lenses are also a popular accessory, creating a doll-like appearance. Lips are often nude or light pink, while contouring is used to enhance facial features.
2. Tanned Skin
In contrast to the traditional ideal of pale skin in Japan, gyaru fashion popularized tanned skin. This trend was inspired by Western beach culture and was meant to represent a carefree and glamorous lifestyle. Many gyaru followers frequented tanning salons or used bronzing products to achieve their sun-kissed look.
3. Hair Styles
Bleached or dyed hair is a signature element of gyaru fashion. The most popular hair colors are shades of blonde, brown, or light red, but vibrant colors like pink and blue are also seen. Hairstyles are often voluminous, featuring curls, waves, or extensions to add length and drama. Some gyaru substyles also favor shorter, spiky cuts.
4. Fashionable Outfits
Gyaru fashion includes a wide range of clothing styles, but it generally emphasizes femininity, glamour, and fun. Outfits often include mini skirts, platform shoes, embellished tops, and accessories like large jewelry, handbags, and sunglasses. The goal is to stand out with a mix of cute and sexy elements.
5. Nail Art
Intricate nail art is a key aspect of gyaru fashion. Gyaru nails are usually long, decorated with rhinestones, glitter, 3D designs, and bold colors. This extreme form of nail decoration complements the overall glamorous aesthetic.
Popular Gyaru Substyles
Over the years, several substyles of gyaru fashion have emerged, each with its own unique take on the look. Here are some of the most popular ones:
1. Kogal (コギャル)
Kogal is one of the earliest gyaru substyles, and it centers around a youthful, schoolgirl-inspired look. Followers often wear shortened school uniforms, loose socks, and platform shoes. Kogal girls embrace a fun and carefree lifestyle, and their style represents rebellion against strict school rules.
2. Ganguro (ガングロ)
Ganguro is one of the most recognizable and extreme gyaru substyles. It features dark, almost orange tans, bleached blonde hair, and heavy white makeup around the eyes and on the lips. Ganguro girls wear bright, neon clothing and accessories, embracing an over-the-top, cheerful aesthetic.
3. Hime Gyaru (姫ギャル)
Hime gyaru, or “princess gyaru,” is a more elegant and sophisticated substyle that draws inspiration from European royalty and Rococo fashion. Followers of this style wear elaborate, frilly dresses, tiaras, and luxurious accessories. Their hair is often styled in big curls or bouffants, and the makeup, while still bold, is slightly softer than other gyaru substyles.
4. Manba and Yamanba
Manba & yamanba are two closely related gyaru subcultures that are known for their dramatic makeup and ultra-tanned skin. Manba girls wear bright, colorful clothing, while yamanba girls lean more into darker tones. Both styles feature heavy white makeup around the eyes and mouth, creating a stark contrast with the tanned skin.
5. Onee Gyaru (お姉ギャル)
Onee gyaru, which means “big sister gyaru,” is a more mature and refined version of the gyaru style. It is often associated with women in their late teens or early twenties who prefer a more polished, less exaggerated look. Onee gyaru fashion includes more sophisticated outfits, such as tailored dresses, blouses, and heels, while maintaining a glamorous and feminine aesthetic.
Gyaru Fashion’s Influence on Pop Culture
Gyaru fashion has had a significant impact on both Japanese and global pop culture. In Japan, gyaru fashion magazines like Egg and Ranzuki became hugely popular, showcasing the latest trends and giving gyaru girls a platform to share their style. Gyaru celebrities, such as Tsubasa Masuwaka and Namie Amuro, played a key role in promoting the look to a wider audience.
Outside Japan, gyaru fashion has influenced various global trends, particularly in the realm of beauty and fashion. Many Western influencers have adopted elements of gyaru makeup, especially the use of false lashes, contouring, and bold eye makeup. The playful and bold aesthetic of gyaru fashion continues to inspire fashion enthusiasts around the world.
The Evolution of Gyaru Fashion
Though gyaru fashion peaked in the early 2000s, it continues to evolve. In recent years, some substyles have toned down their extreme elements, embracing a more subtle and chic approach while still retaining the essence of gyaru. This transformation has allowed gyaru fashion to remain relevant and appealing to new generations of fashion lovers.
The gyaru community has also moved online, with influencers and fashionistas sharing their looks on social media platforms like Instagram and TikTok. This has allowed gyaru fashion to spread beyond Japan and gain international attention.
How to Achieve the Gyaru Look
If you’re interested in trying gyar fashion for yourself, here are some tips to help you get started:
1. Experiment with Makeup
Gyaru makeup is all about making your eyes the focal point. Invest in high-quality false lashes, eyeliner, and eyeshadow to create a dramatic look. Don’t be afraid to experiment with bold colors and heavy contouring.
2. Get the Hair Right
Whether you prefer long, wavy locks or a shorter, edgier style, your hair should stand out. Consider bleaching or dyeing your hair in a fun color, or use hair extensions to add volume and length.
3. Mix and Match Fashion Pieces
Gyar fashion allows for creativity, so mix and match outfits that make you feel confident and bold. Think mini skirts, platform shoes, and statement accessories like oversized jewelry and sunglasses.
4. Nail Art
Don’t forget your nails! Gyaru nails are all about being over-the-top, so go for long, decorated nails with intricate designs, rhinestones, or glitter.
Conclusion
Gyaru fashion is more than just a trend; it’s a cultural phenomenon that challenges traditional beauty standards and celebrates individuality. With its bold makeup, extravagant outfits, and vibrant energy, gyar fashion has left a lasting mark on the fashion world. Whether you’re a fan of the flashy ganguro look or the refined elegance of hime gyaru, there’s a substyle for everyone.
The gyaru community continues to thrive, adapting to modern trends while staying true to its rebellious roots. As a fashion movement, it embodies the spirit of freedom, creativity, and the desire to stand out. So, if you’re ready to embrace a bold, glamorous look, gyar fashion might be the perfect style for you!
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