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Gyaru

Gyaru (Japanese: ギャル, pronounced [ɡʲaꜜɾɯ]) is a Japanese fashion subculture for all ages of women, often associated with gaudy fashion styles, an extreme makeup style and dyed hair. The term gyaru is a Japanese transliteration of the English slang word gal. In Japan, it is used to refer to young women who are cheerful, sociable, and adopt trendy fashions, serving as a stereotype of culture as well as fashion.

The fashion subculture was considered to be nonconformist and rebelling against Japanese social and aesthetic standards 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. 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 "kogal (kogyaru) culture" or "kogal fashion,”(子ギャル文化 or コギャル文化) and has been commercialized by Japanese companies such as Sanrio, and even introduced and supported as a Japanese brand by the Japanese government's Ministry of Foreign Affairs, along with “Lolita fashion.”

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

The word gyaru is a Japanese loanword based on the English slang word "gal". Although it has not been fully confirmed, some people say that the term gal also became popular when Wrangler released women's jeans called "Gals" in 1972. When the word first began to be used in Japan in the 1970s, it referred to energetic, youthful women.

In 1978, a Japanese fashion information magazine for girls called "GAL'S LIFE" was first published. This magazine introduced the culture of women in the West Coast of the United States, and included punk rock music, along with other genres like new wave and indie. However, the magazine had nothing to do with Japan's gyaru culture. Later, this magazine gained controversy due to its extreme expression of sexuality. (see Harmful books Progress in the regulation of harmful books).

In 1979, Kenji Sawad's song "OH! Gal'' became a hit.

At the height of the bubble economy of Japan in the late 1980s, inspired by European fashion trends seen earlier in the decade, women began wearing tight bodycon dresses and suits that emphasized their body lines. This style was mostly worn by female college students and office ladies, and the word "gal" was used to refer to women of the younger generation. The phrases "pichi pichi gyaru" (lively attractive gal) and "ike ike gyaru" (cool gal) also appeared in the early 1980s.

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