Mid-1990s onward; revival from 2020

Gyaru

Japanese subculture of tanned skin, bleached hair, dramatic makeup and rebellious flashy fashion — born in 1990s Tokyo.

Palette: bright pinks neons white black leopard Y2K rhinestones
Signature garments: miniskirts and micro shorts platform shoes and boots tube tops and crop tops tracksuits (Y2K Gyaru) feathered jackets novelty bags knee-high boots
Canonical brands: Cecil McBee MA*RS Liz Lisa vintage 109 Building Tutuanna

About

Gyaru is a Japanese fashion subculture that took over Tokyo in the 1990s and early 2000s, defying traditional Japanese beauty standards (pale skin, dark hair, modest dress) with deep tans, bleached or dyed light hair, heavy dramatic makeup and bold western-influenced clothing. Gyaru is an umbrella with many substyles: Kogyaru (schoolgirl-derived), Ganguro (extreme dark tan, bleached hair, neon clothing, peaked c. 2000), Yamanba/Manba (most extreme version of Ganguro), Hime Gyaru (princess-style frilly), Onee Gyaru (mature/elegant Gyaru). Common across substyles: heavy false lashes, dramatic eyeliner, bleached or highlighted hair, tanning, bold nails, miniskirts, platform shoes. Since 2020 there has been a Heisei Retro–driven revival.

Not Ulzzang — Gyaru is rebellious Japanese tanning-and-bleaching subculture; Ulzzang is Korean polished pale-skin minimalism.

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