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Gyaru

Gyaru (ギャル) pronounced [ɡʲa̠ꜜɾɯ̟ᵝ], is a Japanese fashion subculture for young women, often associated with gaudy fashion styles and dyed hair.[1] The term gyaru is a Japanese transliteration of the English slang word gal.[2][3][4][5] In Japan, it is used to refer to young women who are cheerful, sociable, and adopt trendy fashions,[6] serving as a stereotype of culture as well as fashion.[7]

The fashion subculture was considered to be nonconformist and rebelling against Japanese social and aesthetic standards[8] during a time when women were expected to be housewives and fit Asian beauty standards of pale skin and dark hair. Early in its rise, gyaru subculture was considered racy, and associated with juvenile delinquency and frivolousness among teenage girls.[9] The term is also associated with dance culture and clubbing. Its popularity peaked in the 1990s and early 2000s.

A popular gyaru subculture specific to the Heisei era (1989–2019) is so-called "kogal (kogyaru) culture" (子ギャル文化 or コギャル文化) or "kogal fashion,”[10][11] and has been commercialized by Japanese companies such as Sanrio,[12] and even introduced and supported as a Japanese brand by the Japanese government's Ministry of Foreign Affairs, along with “Lolita fashion.”[13]

An equivalent term also exists for men, gyaruo (ギャル男).

  1. ^ "Jisho.org: Japanese Dictionary". jisho.org. Retrieved December 21, 2024.
  2. ^ Evers, Izumi; Macias, Patrick (July 1, 2010). Japanese Schoolgirl Inferno: Tokyo Teen Fashion Subculture Handbook. Chronicle Books. ISBN 978-0-8118-7885-2.
  3. ^ Miller, Laura; Bardsley, Jan (December 10, 2005). Bad Girls of Japan. Palgrave Macmillan. ISBN 978-1-4039-6946-0.
  4. ^ Apter, Emily (2006). The Translation Zone:A New Comparative Literature. Princeton University Press. p. 272. ISBN 978-0-6910-4997-7.
  5. ^ "ギャル について". www.kotoba.ne.jp. Retrieved September 25, 2022.
  6. ^ "ギャル（gal）とは？ 意味・読み方・使い方をわかりやすく解説 - goo国語辞書". goo辞書 (in Japanese). Retrieved December 21, 2024.
  7. ^ "ギャルとは、見た目じゃなくマインドのこと。――みちょぱ、"本当のギャル"を語る" [Gyaru is not about looks, but about mentality: Michopa talks about the “real gyaru"]. ライブドアニュース (in Japanese). Retrieved December 21, 2024.
  8. ^ Hillstock, Cara (September 11, 2012). "Foreign fashions protest societal expectations". The Collegian. Archived from the original on October 17, 2012. Retrieved October 10, 2021.
  9. ^ Miller, Laura (December 2004). "Those Naughty Teenage Girls: Japanese Kogals, Slang, and Media Assessments". Journal of Linguistic Anthropology. 14 (2): 225–247. doi:10.1525/jlin.2004.14.2.225. ProQuest 195127170.
  10. ^ 編集部あやころ (March 31, 2019). "平成ファッション振り返り【平成元年〜11年】ギャルがブームを席巻♡＜PR＞" [Heisei Fashion Look Back [1989 - 1999] Gyaru Sweeps the Boom]. lamire [ラミレ] (in Japanese). Retrieved December 21, 2024.
  11. ^ "90年代のリアルファッション。「コギャル」スタイルをプレイバック！" [“Real Fashion of the 90s. A Playback of 'Kogyaru' Style!”]. S Cawaii!(エスカワイイ) (in Japanese). Retrieved December 21, 2024.
  12. ^ "平成レトロな"コギャル&ギャル男"にサンリオキャラクターが変身！ 「ときめき平成コギャルデザインシリーズ」 9月14日よりサンリオにて発売" [“Sanrio Characters Transform into Retro Heisei “Kogyaru” and “Gyaru Otoko” Characters! Tokimeki Heisei Kogyaru Design Series” to go on sale at Sanrio on September 14.]. プレスリリース・ニュースリリース配信シェアNo.1｜PR TIMES (in Japanese). September 7, 2022. Retrieved December 21, 2024.
  13. ^ "日本ブランド発信事業 南米・チリ・ペルーにて日本のファッションブランド『BANSAN』発信" [Japanese Brand Dissemination Project: Japanese Fashion Brand “BANSAN” in South America, Chile, and Peru] (PDF). www.mofa.go.jp. Archived from the original (PDF) on May 14, 2024. Retrieved December 21, 2024.
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