JiraiKei— (地雷系)
Jirai Kei, translating to “Landmine Look” is a more contemporary subculture than mere apperances. The name started as a derogatory jab at the teenagers and young women who wound up in Japan’s ‘party cities’ and were known to deal with mental and physical issues, which are large social taboos to openly discuss. Known to be doll-like, cute, with an undercurrent of dark and creepy, the first style of Jirai juxtaposes all of these features for a unique and distinct look.
The dolly aesthetics of this style can be seen in large accessories such as bows and charms, with details such as lace or ruffle trims, and usually come in the colors of black, muted purples, dusty pinks, whites, and sometimes a deep burgundy. The silhouette is similar to Victorian-style dresses, only with the skirts a lot shorter and the blouses far looser. A cinched-in waist is essential to emphasize the floof of the skirt as well as a cute neckline (usually a Peter-pan style). The creepy factor comes in the form of the blushy makeup which can make the eyes look swollen and sick. Sensitive themes such as self-harm is often present as edgy motifs to an outfit or essence, such as wrists wrapped in bloody bandages or cute characters carrying weapons.
Members
Jirai Joshis/Girls tends to carry a more loaded connotation than Gyarus. Because of the depressing origins affecting its aesthetic appearance, those who gravitate to this style are familiar with Japanese fashion and dark themes in any form. Jirai girls often struggles with mental or physical illnesses and finds comfort in finding like-minded people who also happen to want to dress cutely. They are hardly strangers to dark humor, which can make entering the community as a total newbie overwhelming if not terrifying. (｀∀´)Ψ However, plenty of Jirai Joshis are aware of their problems and band together to create a nonjudgemental space for anyone else dealing similarly. Some are now advocates for getting better, or harm-reduction when it comes to the mental or physical. They are not the easiest to find or befriend, but it is much more possible than two, or three years before. (Jirai is currently mainstream in Japan and already has plenty of media representation!)
With the prevelance of the digital world, most Jirai girls flock to places such as Twitter and Tumblr, where restrictions are not as enforced as some other platforms such as Reddit, TikTok or XiaoHongShu (Chinese TikTok), Instagram, and so on. Pinterest is a great source of inspirational photos and you'll see plenty of them in the comments as well.
Goals
Jirai girls want to look the part. Often, indulging in this aesthetic under this specific label means enjoying the cuteness of the style while coping with whatever struggles they might face. Most work to create a somewhat safe (though not necessarily healthy) space to vent and remain judgmental in mental struggles. ( ๑ ᴖ ᴈ ᴖ)ᴖ ᴑ ᴖ๑)❣ Being a fashion DC, advice and tips can expected to be exchanged among members. Most Jirai girls strive for outfits and makeup that most accurately reflect the original style that made it so popular ad loved-- you can expect the ultimate goals of having the dream closet filled with MA*RS and LARME-esque clothing (the latter being the magazine which skyrocketed the Jirai popularity).
Social Conventions + Challenges
The Jirai community is wonderfully distinct and open about taboo subjects. Community bonding over shared struggles or hobbies are highly valued. That said, sensitive topics arise, often without much warning. Jirai subreddits are less susceptible to unprompted vents and possibly triggering medias due to Reddit’s moderation being strict, but on other sites such as Twitter/X, users can expect to confront photos edited with creepy features (blurred faces, blood/bloody characters, knives, etc.) and medias such as “Calorie Calendars” which are used to track the concerningly low amount of calories one may consume in a day or other harmful habits presented in a manner which is often seen as glamorizing. Remember, it’s a nonjudgmental space, not inherently a healthy one-- because of this, messaging users to “please not do [harmful behavior]” is seen as tacky and unhelpful at best, condescending and bitchy at worst. There is the unwritten rule that you do not preach or "block don't report." It's a level of self-destructive autonomy which offsets many outsiders.
So, for those interested in the style but not so much the troubling implications and ‘culture,’ know that there is a clear distinction between Jirai and Dark Girly or ryosangata, in which most Jirai girls insist that the “lifestyle” of being a “Landmine Girl” cannot be detached from the name. If that is up more your speed, seek Dark Girly/Ryosangata communities instead.
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Below: Pinterest memes (1, 2), nn1004 (Danbooru), Pinterest.
