gyaru

Gyaru (Japanese: ギャル; Japanese pronunciation: [ɡʲa̠ɾɯ̟ᵝ]), a Japanese transliteration of the English slang word gal, is a Japanese fashion subculture.The subculture's origins remains uncertain. Gyaru fashion style is thought to have been popularized by Pamela Anderson's role on the late 1990s American television series Baywatch, which also appeared on Japanese television. Another possible inspiration for gyaru fashion may have been American phenomena such as the prominence of teenage party movies of the 1980s or valley girls, which were then exaggerated by Japanese fashion culture to create the distinct gyaru style. An alternative explanation is that the subculture started with jeans brand Levi Strauss's 1968 advertisement campaign for a women's jeans line named 'Levi's For Gals.'The term gyaru itself was introduced and popularized in Japan by the American jeans company Wrangler. Wrangler released a line of women's jeans in 1972 named 'GALS,' which quickly became used outside of its original branding and was adopted to describe gyaru fashion in 1979.Gyaru subculture was at its peak during the Heisei era. It had a large influence on Japanese fashion and its economy, with multiple gyaru brands branching out before eventually declining due to financial instability and changes in its target demographic. The term's usage peaked in the early 2000s and has gradually declined since. This decline has been attributed to shifts in magazine industry, the exaggeration of the style in terms of its style use and progression, western media, and government policies. The meaning of the term gyaru gradually drifted to apply to a slightly older demographic whose apparent lack of interest in work or marriage resulted in these women being regarded as childish or a hussy. Due to its past and its present connotation, it is now used almost interchangeably with kogyaru.
The department store Shibuya 109, across the intersection from the Shibuya Station in Tokyo, was a popular location for purchasing gyaru style clothing and was where this fashion subculture was most often seen. In the early 2000s, Shibuya 109 was considered the source of the newest and trendiest items or brands for gyaru, from popular and largely recognized gyaru brands to more independent local designers within that department store. Although 109 began as the primary source of gyaru style clothing, the style's growth in popularity saw brands branching out, having different brands of clothing being available at pop up stores, in conventions or through web shops that offered international shipping. Second hand and vending of gyaru apparel and accessories also increased their availability.

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