page_title: Gyaru
section_title: Description
hierarchical_section_title: Gyaru / Description
caption_attribution_description: Shibuya 109 Building in Tokyo; January 2006
context_page_description: Gyaru is a Japanese transliteration of the English slang word 'gal' used to define a fashion subculture in Japan. It is rumored to be inspired by the popular late 1980s American action drama series Baywatch, that also appeared on Japanese television. The fashion style was probably created and then popularized by Pamela Anderson's role in the show at the time. It is rumored that gyaru was an exaggeration and over-representation of American teenage party culture in Japan. The term's usage peaked in the early 2000s, and has since gradually declined. This decline has been referred to as a strategy of the magazine organizations, over-exaggeration of the fashion, western media or even government policies. The meaning of the term gyaru gradually drifted to apply to a slightly older demographic whose apparent lack of interest in work or marriage resulted in these women being regarded as childish or a "hussy". Due to its past and its present connotation, it is now used almost interchangeably with kogal.
  During the Heisei era, gyaru subculture was at its peak. It had a large influence on Japan's fashion and its economy, with multiple gyaru brands branching out before eventually declining.
context_section_description: Gyaru is a description of either sex, but mostly women, who follow a type of Japanese street fashion with many subcategories, many types of which originated in the 1970s. It is a fashion that is considered as not conforming to, and rebelling against, the Japanese standards of its society, at the time when women were expected to be housewives, and fit Asian beauty standards of pale skin and dark hair. For women this fashion was for them to be more racy and freewheeling, with some feeling it caused a ruckus, juvenile delinquency and frivolousness.
  Its popularity peaked in the 1990 and early 2000. In the 2010 gyaru fashion for women was typically characterized by having heavily bleached or dyed hair (mostly shades from dark brown to blonde), depending on style the hair may be heavily crimped up (which is called sujimori (スジ盛り) hair in Japan). Tanned skin, highly elongated, decorated nails, and dramatic makeup are considered to be essential in this fashion subculture. The makeup typically consists of dark eyeliner, fake eyelashes to make the eyes appear larger, contouring of the face and nose for a slimming effect, and using colored contacts to change the color of their eyes and make the eyes appear larger. They are also known for partying or clubbing, being rather provocative, being flirtatious and unwinding and having fun.
  Apparel for gyaru fashion differs depending on which gyaru style the individual has chosen and also where they would buy their items. Japanese brands or western fast-fashion brands would determine their style in the gyaru fashion subculture. Some would have the luxury to buy from western high-end or haute couture brands, but those who lived in Japan mostly stuck to certain brands from Japan itself depending on their style, often originating from Shibuya 109.
  Popular recurring gyaru models, icons and idols who may have been easily recognized during its peak were Tsubasa Masuwaka, Kumiko Funayama, Rie Matsuoka, Hikari Shiina, Satomi Yakuwa, Sayoko Ozaki, Yuka Kowara, Rina Sakurai, Nana Suzuki, and twins Chika & Chie Yoshikawa.
caption: Shibuya 109 in 2006
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