Gyaru— (ギャル)
Gyaru, a transliteration of the American “Gal,” was brought to Japan when fashion magazines for teen girls centered around what they believed to be girls’ American fashion of tanned skin, bleach-blonde hair, flashy and ‘immodest’ clothing with equally bold accessories and personality to match. It was a visual and character rebellion against strict Japanese expectations for girls and women. Where pale skin, dark straight hair, and a demure, obedient persona were demanded, gyarus tanned their skin, bleached and styled their hair, and were loud and proud for who they were.
The original ensemble of a Gyaru would be a nice cardigan, button-up with a few undone with the sleeves rolled up, and a short skirt paired with accessories from leg warmers to bright nails, and of course, the iconic makeup (sporting below). Since then the subculture has branched out into many substyles, many of which thrive beyond the cosmopolitan cities Harajuku or Tokyo in Japan.
Members
Members, known as Gyarus/Gals, are usually the type of young people who already express themselves unapologetically or wish to do so. Of course, the majority does not equal restrictions, anyone who tries can be a stylish Gal! Most gals have extensive interest in Japanese culture and media, such as Sanrio or animes featuring fashionable characters. (Gal is a huge archetype in Japanese animation!) It is a feminine style, so anyone who desires to dress more masculine should instead look towards the male counterstyle of Gyaru, known as Gyaruo.
Goals
Aesthetically, we aim to dress creatively-- sometimes this requires a bit of DIY-ing. Gyarus also want to keep the community strong as it is fashionable. Most of us do not tolerate any form of bigotry. Gyarus wish to provide a strong support system, whether it’s advice on how to style your makeup or you need emotional support, most are friendly enough to indulge you! Just keep in mind the golden rule; we treat each other how we want to be treated. With respect and love. <3
Social Conventions
Remember when I said Gyaru is a popular anime archetype? The subculture, being around for so long and with many loyal adherents, developed “Gal slang,” both within and beyond the community. As Haruka (YT + IG Otknoharuka) lets us know, at its peak in the 1990s, Gals were extremely visible in public besides their bold clothing, attending many fun events such as bars, karaoke lounges, and more. Sometimes they were called “Ike-Ike Gyarus” (High-Energy Gals) because of this. Also in Japan, the phrase “She talks like a Gal” is used to describe an urban and sassy way of talking, often towards Gals themselves!
Gyarus are expected to be enthusiastic, bubbly, confident and friendly with others-- although most of us will not take shit from others or let others be rude to our loved ones. We are not necessarily hardlined to a single philosophy or political stance but community support is highly valued. There is some expectation that one is familiar with common fashion terms or abbreviations. (OOTD- Outfit Of The Day or Co-Ords- Co-ordinated to caption outfit selfies, for instance.) This information is widely available and many Gals are happy to explain, especially over on Reddit! °˖✧◝(⁰▿⁰)◜✧˖° (Oh yeah, emoticons can be part of the texting style. Fun, right?)
With the prevelance of the digital world, a lot of us congregate on video/picture-friendly sites! Reddit, TikTok or XiaoHongShu (Chinese TikTok), Tumblr, Instagram, and so on. There are even blogs made and kept up by dedicated Gyarus of all substyles!
Challenges
While not every style of Gyaru share the same color palette, tanned skin is a staple feature in most. This said, the issues of racism and cultural appropiation rises on many occasions. Black Gyarus have spoken out against the generally accepted rule that the tan should not be three shades darker than your natural skin tone. The reasons for this may vary between specific Gals but the idea behind it is to emphasize the styling of the subculture rather than altering the appearance and acting like a stereotype which negatively impacts the assumed identity they appear as. More recently, there has been friction as the style went mainstream on platforms such as TikTok and Instagram, which in many ways "watered down" the point of alternative fashion and downplaying the personality and fun of it all. However, in the online world, it's not uncommon for unique lifestyles to be treated as cheap trends and that a walk away from the device is always a good idea.
Furthermore, there is often a class divide for the subculture. Many ‘authentic’ pieces from beloved J-brands such as MA*RS cost a pretty penny, especially the older the pieces are-- this isn’t even counting the cost of time, trial and error for other aspects of the style such as makeup and accessories! Despite this, Gyarus can and should get creative with their clothing and accessorizing, whether that is thrifting, altering, and DIYing. (Basic shopping and sewing skills go a long way)! Most closets take time to build up, so new Gals shouldn’t feel pressured to rush towards their dream look!
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Below: Aiura Mikoto (The Disastrous Life of Saiki K.), bellspoyo (Instagram), Pinterest memes.
