Gyaru Fashion and Its Influence on Western Fashion

The term “Gyaru” is a Japanese word that translates to “girl” in English. The Gyaru culture originates from Japan and goes as far back as the 1990s and early 2000s. This culture was born in rebellion to the traditional beauty standards Japanese females were subjected to in that era.

A typical Gyaru look is known as being wild, bright coloured, with heavy accessories and makeup that goes beyond a fashion statement but a way of self-expression. As part of the aesthetic came tanning of the skin in contrast to the traditional choice for whiteness. Some describe this type of fashion as “bold” because women use it to establish dominance and independence, thereby challenging societal fashion expectations.

Media houses, blogs, and the internet contributed to the spread and created more awareness of Gyaru fashion in Japan via the constant showoff of models, pop stars, and, celebrities on TV, magazines, blogs, and other means of publications promoting the Gyaru fashion trends. The online community, such as YouTube, made Gyaru fashion brands and cosmetics more popular.

The Influence on Western Fashion

1. Tanning and bold makeup: The trend of females tanning their skin and the use of tanning products were adopted from the Japanese system to the Western beauty standards. The early 2000s witnessed a high rise in the production of tanning products such as tanning beds, sunbathing beds, and home-use tanning products. Also, the use of bold makeup products such as eyeliners, eyeshadow, blush, and artificial eyelashes became the norm in most Westerns routines. A quick flashback to movies or TV shows produced in that era showed how much Gyaru fashion had influenced the Western fashion industry.
2. Street fashion: Western designers and fashion brands drew inspiration from Gyaru fashion trends in the creation of street fashion wear items such as platform shoes, wedges, boldly coloured clothing, and accessories. Through this influence, western fashion has embraced the use of bold patterns in clothing designs, and the importance of blending high and low-class fashion styles.
3. Media exposure: The hype and attention that Gyaru fashion gathered was amplified by the press, social media, and the internet. The media attention fostered a lot of fashion collaborations between the Japanese fashion industry and the Western fashion industry, bringing Gyaru-inspired looks to the limelight. In addition, the influence of social media promoted the Gyaru aesthetic to a wider audience globally.

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Conclusion

The Gyaru fashion, which started as a rebellion, has become a global phenomenon that has influenced the fashion industry. Its spread and influence on Western fashion reenact the positive effects of global interconnections.  The beauty of Gyaru fashion lies in its ability to challenge societal norms and the celebration of self-expression.

Gyaru’s journey from Japan to the West is a testament to the world’s desire to evolve and embrace more creativity, as well as the power of alternative fashion trends. Gyaru fashion culture is an example of a subculture trend that has gained worldwide recognition and challenged traditional beauty standards.