Loss of the Gyaru

In Shibuya, everyone has their own style. These styles are made up of crazy trends. Although, before this crazy fashion revolution came to life, there was a very popular style. In the 1900’s one the most popular styles in Japan and especially Shibuya was Gyaru. The 1900’s was known as “the lost decade” in Japan. Gyaru or in English translation meaning “gal”, originated from a brand of jeans called “gals” in the 1970’s. Gyaru consists of bleached hair, decorated nails, and dramatic makeup. It is described as a girly-glam style. For the Gyaru-o (guys) it was dyed blonde or light brown hair. They dressed in surfer and casual sports clothing (Shibuya Men Change Style). This was a sign of youth rebellion against the government. Other types of Gyaru styles are Bibinba, Banba, and Ganguro. Gyaru was popular up till the 2000’s. In 2007, it was declined in many fashion magazines, stores, and shows. When this happened, it gained popularity in China. Before this, Gyaru used to own Shibuya 109 in the center of Tokyo. You could see Gyaru girls and Gyaru-o guys coming in and out of clubs, arcades and roaming Center-Gai. "Compared to 10 years ago, there isn't a strong gal culture anymore," says Junko Suzuki, a blogger for the more conservative, but highest-selling youth female fashion magazine, Sweet (Janette). A fast fashion invasion began a few years ago in Shibuya. Fast fashion outlets like H&M, Forever21, Zara, and Bershka took over the streets of Tokyo. The modern fashion is incredibly amazing. Although in my eyes, Japan could be losing its traditions, but the Japanese see it as simply a new era with new styles.