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Establishing a New Definition For the Phenomenon Known as “gyaru”

定義を変えようとする、新しい “ギャル” のかたちを提案

Screen shot 2013-11-07 at 1.28.09 AM Today at the door to the exhibitions, we were welcomed to a creed. A creed heralding a new era of gyaru…? 今日の展示会のエントランスで迎えてくれた信念。これは、”ギャル”という新しいカタチ…?  

“Gyaru”: A culture found and flourished in [Shibuya] Japan. Even as the world was learning of it and taking notice, Japanese people began giving it negative connotations and even treated gyaru as if they were a different race of people. That’s what we saw. But “gyaru” is still a Japanese culture that has progressed all over the world. It’s time for a NEW definition of “gyaru” See them for what they are; as women of the world, the most perceptive to fashion, switched-on to make-up, and wanting to be as cool as they can be. There’s no need for it be something to “grow out” of. Because there’s no age limit to being awesome.

(Translated from:)

日本が生んだ”ギャル”というカルチャー。 世界が認める、世界が注目するカルチャーを、 いつからか日本人はネガティブなワードに変え、 まるで特別な人種のように見てきた。私達は思う。 “ギャル”とは日本が生んだ世界に通用するカルチャーだ。 私達が作る新しい”ギャル”の定義。 それはもっとも世界に近い、もっともファッションに敏感で、 もっともメイクに敏感で、もっともかっこよく、 もっともかわいくいたいと願う女性の総称。 卒業なんてする必要ない。いつもかっこよく、 かわいくいることに年齢は関係ないから。

So then, what does the gyaru of this era look like? Here are the “neo gyaru” creatives and new 2014 ss looks from their fashion brands:

では、この現代ギャル、要するに ”ネオギャル”というのはどんなのでしょう?例えばこちらのクリエイターとそのブランドの最新2014春夏ルックをみると…

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All photos and brands can be found on Runway-Channel


 Yeah, that’s pretty hot.

By the way, today I was at the GYDA exhibit, amusingly titled “milk Me”. Shirts spoke such bon mots as “the milk has milked” and my favorite, “milk yourself”. 

“I don’t think most people would know what it’s all about,” deadpanned creative director Yuria.

 They need to add “funny and highly aware” to the gyaru definition above, fo’ sho’.

So what do you all think about the “neo gyaru” definition?

うん、むっちゃおしゃれですね。 ちなみに、今日はマークスタイラーのブランドの一部の展示会に行ってきました。特にGYDAの「ミルクミー」コレクションが面白く、「the milk has milked」や「milk yourself」のメッセ-Tがウケた。 「テーマを深く理解できる人あまりいないだろうな…」と言うプロデューサーの串戸ゆりあ。




2 replies on “Establishing a New Definition For the Phenomenon Known as “gyaru””

The whole neo-gyaru thing confuses me? I keep hearing different definitions about what it is.
Vivi magazine said neo-gyaru is for girls who are obsessed with instagram/social media, don’t dress for men and like western styling (something of that degree) etc so basically it’s saying that its a new way of dressing/styling, while what you’ve said is an attitude towards “gyarudom” in general.

From the definition you gave, I think neo-gal as a movement is something that was a long time coming. I’ve heard of the whole “graduation” concept in gyaru (which from a Western perspective is really strange?) Like they will suddenly just stop being gal when they reach a certain age and dye their hair black and reintegrate with mainstream society, but in the tiem i’ve been following Gal, I have seen some more and more gals stay gal, even in their 30s.

I’m a little confused with why Murua’s rebranding itself from a mode-gyaru brand to a neo-gyaru brand? Not too sure what that’s about. (Is mode-gyaru is still a thing)

I love the new gyaru definition. I’ve been into gal for 7 years and my love for it has shown no sign of waning so I’m really happy to see that there are more brands that I can follow well into my Gal-adult-hood

I can’t tell if neogal is a name that mark styler just came up with out of the blue or if it’s a new genre set in stone. I`m thinking the definition of newgyaru is different between mark styler’s brands and vivi. I don’t hear about “mode gyaru” so much these days, but to be honest gyaru is SO mainstream it7s even hard to tell if someone identifies with gyaru or not.

I also love the new definition and I really enjoy a lot of gyaru brands these days, such as murua, gyda, onespo and vanquish 3rd. I just would hate to see it look too much like LA blogger style is all… :/

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