What is a Gyaru? Exploring the Vibrant and Controversial Japanese Subculture

The term “Gyaru” (ギャル) refers to a Japanese fashion subculture that emerged in the 1970s and reached its peak popularity in the 1990s and early 2000s. Characterized by its bold fashion choices, tanned skin, elaborate hairstyles, and rebellious attitude, the Gyaru subculture challenged traditional Japanese beauty standards and societal norms. This article delves into the history, characteristics, evolution, and controversies surrounding the Gyaru phenomenon.

The Origins and Evolution of Gyaru

The roots of the Gyaru subculture can be traced back to the late 1970s when young women began experimenting with fashion and expressing their individuality. This was a period of economic prosperity in Japan, allowing young people greater freedom and disposable income. Early Gyaru styles were influenced by Western fashion trends, particularly from California, and featured bright colors, miniskirts, and platform shoes.

The 1990s saw the rise of various Gyaru sub-styles, each with its distinct aesthetic and characteristics. Some of the most notable include:

• Kogal: This style was characterized by schoolgirl uniforms modified with shorter skirts, loose socks, and platform shoes. Kogals often frequented Shibuya and were known for their playful and rebellious attitude.
• Ganguro: Perhaps the most recognizable Gyaru style, Ganguro featured heavily tanned skin, bleached hair, white makeup, and brightly colored clothing. Ganguro girls often adorned themselves with accessories like stickers, temporary tattoos, and brightly colored nail polish.
• Yamanba: An extreme version of Ganguro, Yamanba featured even darker tans, panda-like white makeup around the eyes, and brightly colored hair. Yamanba girls often accessorized with neon clothing, platform boots, and playful accessories.
• Onee-Gyaru: Meaning “older sister Gyaru,” this style focused on a more mature and sophisticated look. Onee-Gyarus favored elegant clothing, natural-looking makeup, and sophisticated hairstyles.

Key Characteristics of Gyaru Fashion

Several key elements define Gyaru fashion, regardless of the specific sub-style:

• Tanned Skin: Tanned skin was a central feature of many Gyaru styles, particularly Ganguro and Yamanba. This was a deliberate rejection of traditional Japanese beauty standards, which favored fair skin.
• Elaborate Hairstyles: Gyaru hairstyles were often elaborate and attention-grabbing, featuring bleached or brightly colored hair, extensions, and intricate styling.
• Bold Makeup: Makeup played a crucial role in the Gyaru look. Heavy eyeliner, false eyelashes, and brightly colored eyeshadow were common features.
• Platform Shoes: Platform shoes were a staple of Gyaru fashion, adding height and creating a distinctive silhouette.
• Bright and Colorful Clothing: Gyaru clothing was often bright, colorful, and revealing, featuring miniskirts, crop tops, and other trendy items.
• Accessories: Accessories were essential for completing the Gyaru look. Stickers, temporary tattoos, nail art, and oversized jewelry were all popular choices.

The Cultural Significance of Gyaru

The Gyaru subculture represented more than just a fashion trend. It was a form of rebellion against traditional Japanese societal norms and expectations. Gyaru girls challenged the prevailing beauty standards, which emphasized fair skin, demure behavior, and conformity. By embracing tanned skin, bold makeup, and revealing clothing, Gyaru girls asserted their individuality and challenged the status quo.

The Gyaru subculture also provided a sense of community and belonging for young women. Gyaru circles offered a space for girls to express themselves freely, share fashion tips, and support each other. This sense of community was particularly important in a society that often placed pressure on young women to conform.

Furthermore, the Gyaru subculture had a significant impact on Japanese pop culture. Gyaru fashion trends influenced mainstream fashion, and Gyaru girls often appeared in magazines, television shows, and advertisements. This exposure helped to popularize the Gyaru subculture and introduce it to a wider audience.

Controversies and Criticisms

Despite its popularity and cultural significance, the Gyaru subculture also faced its share of controversies and criticisms. One of the main criticisms was the perceived objectification of women. Some critics argued that the Gyaru style, with its emphasis on revealing clothing and sexualized makeup, reinforced harmful stereotypes about women.

Another criticism was the association of Gyaru girls with delinquency and promiscuity. This stereotype was often perpetuated by the media, which portrayed Gyaru girls as irresponsible and sexually active. While some Gyaru girls may have engaged in risky behaviors, it is important to note that this was not representative of the entire subculture.

The practice of tanning, particularly the extreme tans favored by Ganguro and Yamanba girls, also raised concerns about skin cancer and other health risks. Health officials warned against excessive tanning and encouraged Gyaru girls to protect their skin from the sun.

The Decline and Evolution of Gyaru

The popularity of the Gyaru subculture began to decline in the late 2000s and early 2010s. Several factors contributed to this decline, including changing fashion trends, economic recession, and increased social media use. As new fashion trends emerged, such as the “natural” and “kawaii” styles, many young women moved away from the bold and extravagant Gyaru look.

The economic recession in Japan also played a role in the decline of the Gyaru subculture. As disposable income decreased, many young women could no longer afford the expensive clothing, makeup, and accessories associated with Gyaru fashion.

The rise of social media also contributed to the decline of the Gyaru subculture. As young women increasingly turned to social media for fashion inspiration and self-expression, the traditional Gyaru circles began to lose their relevance. Social media also allowed for greater diversity in fashion trends, leading to a fragmentation of the Gyaru subculture.

Despite its decline, the Gyaru subculture has not completely disappeared. Today, Gyaru fashion continues to evolve and adapt to changing times. While the extreme styles of Ganguro and Yamanba are less common, other Gyaru sub-styles, such as Onee-Gyaru and Roma-Gyaru (a more romantic and bohemian style), remain popular among some young women. The influence of Gyaru fashion can also be seen in mainstream fashion trends, such as the popularity of tanned skin, bold makeup, and platform shoes.

Gyaru Today

While the peak of the Gyaru movement may be behind us, its impact on Japanese fashion and culture remains undeniable. The spirit of rebellion, self-expression, and community that defined the Gyaru subculture continues to resonate with young women in Japan and around the world. Today, you can still find pockets of Gyaru enthusiasts keeping the style alive, often incorporating modern trends while staying true to the core principles of the aesthetic.

The legacy of the Gyaru subculture serves as a reminder of the power of fashion as a form of self-expression and social commentary. It challenged traditional beauty standards, empowered young women, and left an indelible mark on Japanese pop culture. Understanding what is a Gyaru is understanding a significant piece of Japanese youth culture history.

The Gyaru subculture, with its intricate styles and bold statements, continues to fascinate and inspire, proving that its influence extends far beyond its initial boom. The question of what is a Gyaru is best answered by looking at its rich history and lasting impact.

[See also: Japanese Street Fashion Trends]
[See also: History of Japanese Subcultures]
[See also: Modern Japanese Beauty Standards]