Gyaru (ギャル?) is a Japanese transliteration of the English word gal. The name originated from a 1970s brand of jeans called "gurls", with the advertising slogan: "I can't live without men", and was applied to fashion- and peer-conscious girls in theirteens and early twenties. Its usage peaked in the 2000s and has gradually declined. The term gradually drifted to apply to an older group, whose seeming lack of interest in work or marriage gained the word a "childish" image. It is now used almost interchangeably with kogyaru.
Gyaru subculture is still a large influence in Japan's fashion economy with gyaru brands branching out and becoming more accessible in rural areas. In Tokyo, more often than not, a shopping center at each main train station is dedicated to offering the newest and trendiest items from popular Gal brands. Some brands are also reaching overseas by having their items easily accessible in webshops offering world-wide shipping services. A Gal Circle is a meet up of gals to hang out together.
Gyaru fashion and style varies greatly dependant on the subcategory. Although in general the term describes the fashion andglamour reminiscent of Brigitte Bardot with tanned skin and blonde hair. The term is also often applied to those imitating thebihaku glamour style created by Ayumi Hamasaki and the street style started by Namie Amuro. Styles derived from gyaru are often referred to by their subcategory name.
Gyaru fashion is a type of Japanese street fashion that originated in the 1970s.[citation needed]. In English speaking countries gyaru is commonly mistaken for ganguro, but that is actually a subculture of gyaru. It was popular in the 1990s, but shortly died out in the early 2000s. Gyaru fashion neither fit well with the Japanese traditional culture nor how the media portray ideals of Japanese women. It is often classified as a sign of youth rebellion.
Gyaru fashion is typically characterized by having heavily bleached or dyed hair (mostly shades from dark brown to blonde), highly decorated nails, and dramatic makeup.
The makeup typically consists of dark eyeliner and fake eyelashes used in ways intended to make the eyes appear larger. Clothing pieces for gyaru fashion differ depending on which gyaru style the individual chooses.
Popular gyaru models include the infamous Tsubasa Masuwaka, Kumiko Funayama, (Kumicky), Rie Matsuoka (Okarie), Hikari Shiina (Pikarin), Satomi Yakuwa (Satomin), Sayoko Oozaki, and Rina Sakurai.
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