Girly

Girly is, as the name implies, a fashion style that creates a girlish look. It focuses highly on pink and pastels, as well as a frilly and cute appearance.

In international circles, this style is often referred to incorrectly as Larme Kei. The term "Ryousangata" (mass-produced) was often used in place of Girly-Kei during the early 2020s because mainstream fashion trends took heavily from this style.

The fashion is sometimes confused for Lolita fashion by those not familiar with both.

## The Name

Girly (ガーリー) is simply the Japanese spelling of the English word of the same name, but different to that it is not used as an adjective or descriptor for everything "girlish" and instead only refers to the fashion within Japan.  Sometimes the name is romanized as "Gaari" instead.

## Style Basics

As the name already implies, the style empathizes girlish details with an overall soft atmosphere. Different to feminine fashions, which Japan generally only considers mature looks, Girly empathizes playful details such as plenty of frills, lace, gathers, and adorable prints.

### Clothing

Girly is generally seen as a casual fashion that is cute but not too over-the-top like Lolita.  For this reason, many "cute" details are popular, such as ruffles, lace, chiffon, tulle, ribbons, flowing and fluffy skirts, and other similar things. Popular patterns in the style are soft floral patterns with a gentle and feminine feel. Polka dots are also sometimes used. Popular colors include pink, white, and other pastel colors like green and blue. Although black can sometimes be seen, it is never the focus of the outfit, and the soft feel is maintained at all times. Additionally, younger people may sometimes incorporate things such as checkered patterns to the style.

In general, the style has a more modest feel, with not much skin shown. Dresses and longer skirts are most often seen. Many of the Girly trends that were popular under the Ryousangata label took inspiration from the fashion of Japanese idol groups, pushing the style into an even more cutesy, innocent, and hyper-feminine direction. However, some younger people who wear the fashion will wear shorter skirts and show some shoulder. Pants with a flowing look are also sometimes used by various ages, as well as checkered patterns.

### Makeup

Although there is no rule on what makeup best fits Girly fashion, natural makeup is usually preferred. Pink or red lips, blush on the cheeks, and light eye makeup are often seen within the style.

### Accessories

In general, Girly style does not use many accessories. However, sometimes simple matching bags are used, or ribbons are worn in the hair. Other simple accessories like earrings and necklaces may be used from time to time.

## Substyles

In Japan there are a few major substyles to this trend and common themes seen amongst the style.

* Adult Girly
* Casual Girly
* Dark Girly
* French Girly
* Natural Girly
* Retro Girly

Due to its popularity among Gyaru during the early 2010s, Girly is also sometimes considered a substyle of it.  There also have been various brands and releases labeled as Yume Kawaii-inspired Girly.

## Brands and Magazines

Popular Girly brands are:

* Amavel
* Ank Rouge
* Bobon21
* DearMyLove
* Honey Cinnamon
* Liz Lisa
* Lolime
* Maison de FLEUR
* Mellfy Memory
* MocA Tokyo
* Nile Perch
* Princess Melody
* Rojita
* Rosemarie Seoir
* Secret Honey

Prominent magazines include:

* Bis
* Larme
* Peche
* Ray

For a list of more Girly Magazines, please see the collective Fujisan list of Girly Magazines.

## References

1. ↑ 1.0 1.1 1.2 1.3 1.4 Asahi Sato. "What is Girly fashion? (translated title)" MyNavi. October 15, 2019. Retrieved August 13th, 2021 from https://woman.mynavi.jp/article/190826-20/
2. ↑ 2.0 2.1 "Do you know the difference between Lolita and Girly Kei?" Lolita Room. December 19, 2021. Retrieved July 22, 2023 from https://lolitaroom.web.fc2.com/sp\_tale22.html
3. ↑ 3.0 3.1 "Explaining the Characteristics of Girly Kei Fashion" Fashion & Cosmetics Lifestyle Blog. March 12, 2023. Retrieved July 22, 2023 from https://official-blog.hatenablog.jp/entry/girly-feature
4. ↑ "What is Girly fashion? How is it different from feminine? Introducing the meaning, clothes, and brands (translated title)" Lafary. January 7, 2022. Retrieved July 22, 2023 from https://www.lafary.net/culture/14838/
5. ↑ 5.0 5.1 "Girly fashion is popular among sweet Gyaru" Galture. Retrieved July 22, 2023 from https://galture.com/fashion/girly.html
6. ↑ "What is Girly Kei? Enjoy Girly fashion full of girlishness! (translated title)" Rcawaii. February 12, 2021. Retrieved August 13, 2021 from https://www.rcawaii.com/blog/fashionyougocheck/10490
7. ↑ "【Affordable Prices】 13 Recommended Girly Kei Brands For People In Their Teens And Twenties (translated title)" Girlfriend Boyfriend. Retrieved July 22, 2023 from https://girlfriend-boyfriend.teshiyan.com/girly-brand/
For further Reading:

* Girly-Style.net (database of substyles, related styles, and releases)
* Fashion Stereotypes History (document discussing the history and distinction of Girly Kei and its stereotypes)