GYARU LAND!

What does Gyaru mean? Gyaru means “girl” in native Japanese language. Saying gyaru girl would literally mean “girl girl”. However, since gyaru fashion is linked and associated with girls, the Japanese began to say this (“gyaru girl”) more often. The term for gyaru was introduced in Japan by the American jeans company Lee, who introduced a new line of jeans to their brand
Wrangler.

ABOVE - GYARU MAGAZINES FROM THE 2000S SUCH AS 'EGG' AND 'POPTEEN'

Consisting of extreme looks such as bleach and big hair, tanned skin, long acrylic nails and rebellious, ‘risque’ outfits, gyaru obviously went against the standard at the time, but gradually this has toned down. The clothing worn often flatters thinner bodies and usually follows modern trends. An item of clothing that is very popular in Gyaru style are short skirts that can create a sexier style.

Makeup is also essential, a large eye look with false lashes and contact lenses. Coloured
lipsticks, eyeshadows and blush are also used. Exaggerated styles will of course have different looks.