Gyaru Fashion: One of Japan’s Most Iconic Street Styles

Many street styles have emerged from Japan, from maximalist decora to princess-like lolita fashion. However, likely none of them are as iconic as the Shibuya gyaru. More than just a fashion style, gyaru has developed as an entire cultural movement of its own, leaving its mark both in Japan and internationally. Let’s talk more about how gyaru fashion became a recognizable symbol of youth culture in Japan!

What is gyaru?

The word gyaru is derived from the English word “gal,” with the gyaru style originating in the streets of Shibuya and Harajuku in the 1990s. Gyaru first emerged as a rebellious way for young Japanese women to reject societal standards imposed on them, socially and aesthetically (though the style is not limited to women).

Physically, this “ideal” beauty included fair skin, dark hair, natural makeup, and modest clothing. Gyaru directly opposes this ideal: style-wise, it is bold and flashy, commanding attention, and highly experimental and individually customizable. 

The style peaked in popularity during the 2000s, and though gyaru once had a somewhat negative reputation, associated with delinquency, it is widely liked and well-known today as a nostalgic, cute style!

Key Aspects of Gyaru Fashion 

Gyaru fashion itself has been defined by extreme makeup, long nails, dyed and teased hair, and gaudy, colorful clothing. Older styles popularized fake tanned skin, though this is quite unpopular in Japan today and is seen as somewhat controversial. Gyaru makeup is especially recognizable, characterized by heavy eye makeup, colored contacts, and false eyelashes. 

At the start, much of gyaru fashion took inspiration from Western styles in the late 1990s and early 2000s. This included bleached hair, form-fitting outfits, and heavy makeup. Even today, much of gyaru fashion recreates Y2K (2000s) trends and aesthetics, as seen in the resurgence of animal print.

Substyles

Today, there are many well-known variations of the gyaru style, allowing for personalization while still maintaining the essence of gyaru. Hime (princess) gyaru is a more feminine and princess-like substyle, as implied by its name. It is a more flashy, expensive style, with many high-end brands considered essential. The more casual alternative to hime gyaru is called himekaji (princess casual).

The styles generally incorporate ribbons, lace, frills, and pearl details, along with pink, white, and floral patterns. Dresses, skirts, and headpieces, such as large hair bows or flowers, are also commonly seen. One Japanese fashion brand commonly associated with hime gyaru and himekaji is Liz Liza. It’s a women’s boutique known for its focus on frilly, decorated, and feminine clothing!

Another trendy substyle is kogyaru (or kogal), short for kōkōsei gyaru—meaning “high school gal.” It’s worn mainly by high school students who blend their uniforms with personal style. They often change uniform colors, wear shorter skirts, and add loose socks or leg warmers. Many decorate their phones and bags with charms and accessories. The usual kogyaru outfit includes checkered skirts, sweaters, and neck bows.

Because schools in Japan have strict uniform rules, this style became a form of self-expression through fashion. Many gyaru substyles have since declined in popularity. Fast-fashion brands and microtrends have made unique, distinct looks less common. Still, the modern gyaru scene continues to hold a special place in Japanese youth culture.

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Modern Gyaru 

Compared to their peak in the early 2000s, gyaru fashion substyles have faded in popularity. This is because the rise of fast-fashion brands and microtrends doesn’t promote adherence to distinct, unique styles. However, there is still a clear place carved out for the modern gyaru. 

Not many women are sporting the bolder styles today, but many teenagers take inspiration from the kogyaru substyle, and in Japan, the term gyaru is used not just for fashion but also for certain personality traits that stand out. People referred to as gyaru tend to be outgoing, cheerful, straightforward, and loud. Gyaru have also popularized certain slang words and language in Japanese, which have become popular amongst all young people (gyaru or not). Some popular phrases associated with gyaru used today include まじで (maji de; for real), and ガチ (gachi; seriously). 

Today, Shibuya and Harajuku are still massive hubs for everything gyaru, namely Shibuya 109! Located across from Shibuya Station, Shibuya 109 is a nine-story department store with endless clothing and accessory shops, widely considered a gyaru sanctuary where the culture and style can flourish. Many brands traditionally associated with gyaru are still housed within Shibuya 109, though some have slightly altered their selections to align with changing fashion trends.

However, Shibuya 109 is still a mecca for alternative styles, and is surely worth a visit for those interested in gyaru fashion! Gyaru has had an undeniable impact on fashion trends and youth culture in Japan, becoming an image of individuality and self-expression. Let us know your impression of gyaru in the comments below.