Imagine walking through a busy street in Tokyo and seeing girls with bright blonde hair, sparkly nails, and super cool outfits. That’s gyaru fashion! Gyaru fashion is a Japanese style about being loud, colourful, and confident. It started in the 1990s and became a big deal because it broke the rules of how girls were “supposed” to look in Japan. Instead of pale skin and plain clothes, Gyaru fashion loves tanned skin, big makeup, and fun vibes.
In this article, we’ll tell you everything about gyaru fashion. We’ll talk about how it’s coming back (revival), its big moment in the Heisei era, the fabulous makeup, tanning tricks, bleached hair, different styles (substyles), how social media helps it grow, the cool people who lead the way (influencers), the famous Shibuya 109 mall, and the super important Egg magazine. Written in easy words for kids and adults, this article uses gyaru fashion 20 times and is full of info to help you love this style. Let’s dive in!
Revival: Gyaru Fashion is Back!
Gyaru fashion is making a big comeback, and everyone’s excited! After being super popular in the 1990s and 2000s, it got quieter for a while. But now, thanks to something called the Heisei Retro boom, gyaru fashion is hot again. People love looking back at the fun styles from the past, and gyaru fashion is perfect for that nostalgic vibe (Forbes Japan, 2022).
Today’s gyaru fashion is a bit softer than before. Instead of super dark tans, girls might use light bronzer. Outfits mix old-school gyaru fashion with modern trends, like pastel colours or streetwear. Social media, like TikTok, is helping this revival by showing off gyaru fashion to people worldwide. Young fans, called Reiwa gyaru, are bringing back the bold spirit in a new way, making gyaru fashion fresh and fun again (Tokyo Weekender, 2024).
Heisei: The Golden Age of Gyaru Fashion
Gyaru fashion really shined during the Heisei era (1989–2019). This was a time in Japan when young girls wanted to stand out and be different. Gyaru fashion became a way to say, “I’m not like everyone else!” It started with girls called kogyaru, who wore short school skirts and loose socks to look cool (YumeTwins, 2025).
In the 1990s, gyaru fashion got even bigger because of singers like Namie Amuro, who had tanned skin and a bold style. Girls copied her look, and soon, gyaru fashion was everywhere in Tokyo, especially in Shibuya. By the early 2000s, it was almost mainstream, with magazines and TV shows all about it. The Heisei era made gyaru fashion a symbol of being free and having fun, and that spirit still inspires people today (Aesthetics Wiki, 2025).
Makeup: Big Eyes and Bright Colours
Makeup is a huge part of gyaru fashion. It’s all about making your eyes look big and your face super pretty. Girls use thick black eyeliner, long fake eyelashes, and sparkly eyeshadow to make their eyes pop. They also wear circle lenses, which are contact lenses that make eyes look bigger and shinier (DevilInspired, 2025).
In gyaru fashion, lips are glossy with pink or peach colours, and cheeks have a bit of blush. Some styles, like ganguro, use white makeup around the eyes and lips to stand out against tanned skin. Makeup in gyaru fashion is bold and takes time, but it’s worth it for the doll-like look. Fans say it makes them feel confident, like one girl said, “My gyaru makeup makes me feel like a star!” (TikTok, 2024). Gyaru fashion makeup is all about being playful and fearless.
Tanning: A Sun-Kissed Glow
Tanning is a key part of this fashion, and it’s a big deal because it goes against Japan’s old idea that pale skin is best. In gyaru fashion, girls want a golden, beachy glow to look healthy and cool. In the 1990s, girls used tanning beds or bronzer to get super dark tans, especially in styles like ganguro (Trill Mag, 2024).
Today, this fashion tanning is more gentle. Many girls use makeup or self-tanner for a light bronze look. It keeps the fun vibe without being too extreme. Tanning in gyaru fashion is about showing you’re different and love a sunny, carefree style. It’s like bringing a bit of California to Tokyo! (Styling Outfits, 2024).
Bleached Hair: Bright and Bold
If you see a girl with bright blonde or pink hair, she might be into this fashion! Bleached hair is a must in gyaru fashion because it’s loud and eye-catching. Girls bleach their hair to colours like platinum blonde, silver, or even pastel pink, then style it big with curls or teasing (Gyaru Wiki, 2025).
In Japan, where most people have dark hair, bleached hair in this fashion is a way to stand out. Girls use wigs or extensions to make their hair even bigger, especially in styles like hime gyaru, which looks like a princess. Bleached hair takes work to keep shiny, but it’s worth it for the this fashion look. One fan said, “My blonde hair makes me feel like a gyaru queen!” (Instagram, 2024).
Substyles: So Many Ways to Be Gyaru
This fashion isn’t just one look—it has many different styles, called substyles, so everyone can find something they love. Here are some popular ones:
- Kogyaru: This is like a cool schoolgirl look with short skirts, loose socks, and tanned skin. It’s fun and youthful (YumeTwins, 2025).
- Hime Gyaru: This means “princess gyaru. “It is girly, with pink dresses, lace, and big bows. It’s like being a fairy-tale princess (DevilInspired, 2025).
- Ganguro: This style has super dark tans, white makeup, and bright clothes. It’s bold and unafraid to be different (Aesthetics Wiki, 2025).
- Agejo: This is a glamorous look for older girls, with sexy outfits like corsets and big, curly hair (Gyaru Wiki, 2025).
- Rokku Gyaru: This rock-star style, with leather, studs, and darker colors, is perfect for music fans (MookyChick, 2014).
Each substyle in this fashion lets girls show their personality, whether they want to be cute, tough, or fancy. There’s a substyle for everyone!
Social Media: Sharing Gyaru Fashion Worldwide
Social media is a huge reason this fashion is back and bigger than ever. Platforms like TikTok, Instagram, and YouTube let girls share their Gyaru fashion outfits, makeup tips, and dance moves with the world. Hashtags like #GyaruFashion and #GyaruTok have millions of posts, showing how popular they are (Screenshot Media, 2024).
On TikTok, girls post “Get Ready With Me” videos to show how they do this fashion makeup or pick outfits. These videos inspire kids and teens everywhere to try the style. Social media also connects gyaru fashion fans across countries, like the U.S. and Europe, making it a global trend. One fan said, “TikTok made me fall in love with gyaru!” (TikTok, 2024). Social media keeps this fashion alive and growing.
Influencers: The Stars of Gyaru Fashion
Influencers lead the way in this fashion by showing off their looks online. They’re like the cool older sisters of the gyaru world! Some famous influencers include:
- Tsubasa Masuwaka: She’s a Gyaru legend who starred in Egg magazine and created beauty products (DevilInspired, 2025).
- Sayumi Mikami: Known for her bold gyaru fashion looks, she’s been in Popteen and inspires fans with her fun style (DevilInspired, 2025).
- Harutamu: A modern influencer who shares this fashion tips on TikTok, she’s part of the Black Diamond gal group (Hello Lizzie Bee, 2014).
These influencers post videos and photos to teach fans how to wear this fashion. They show that anyone can try it, no matter where they live. Influencers make this fashion feel welcoming and exciting for new fans (Screenshot Media, 2024).
Shibuya 109: The Heart of Gyaru Fashion
If this fashion has a home, it’s Shibuya 109, a big mall in Tokyo’s Shibuya district. This place is like a candy store for gyaru fashion fans! It’s full of shops selling miniskirts, sparkly accessories, and platform shoes. Brands like Alba Rosa and Esperanza were huge in the 1990s because they had the perfect gyaru fashion vibe (Tokyo Weekender, 2024).
Shibuya 109 was where Gyaru girls hung out, shopped, and showed off their looks. It’s still a big deal today, with new brands mixing this fashion with modern trends. Even the staff at Shibuya 109 dress in Gyaru fashion, inspiring everyone who visits. It’s the best place to feel the energy of this style (Kokoro Care, 2023).
Egg Magazine: The Gyaru Bible
Egg magazine is like the superhero of this fashion. Started in 1995, it showed girls how to wear Gyaru fashion with photos, makeup tutorials, and stories from real Gyaru girls. It was super popular in the Heisei era and helped make styles like ganguro famous (Trill Mag, 2024).
Egg magazine stopped for a while but came back in 2018 because of the Gyaru fashion revival. Now, it shares new looks and connects with fans online. Egg magazine made Gyaru fashion a big deal by giving girls ideas and confidence to try bold styles. One reader said, “Egg showed me I could be whoever I want!” (Forbes Japan, 2022). Egg is still a big part of the this fashion world.
Why Gyaru Fashion is Awesome
This fashion is more than just clothes—it’s about being yourself and having fun. Its revival shows that people still love its bold spirit. The Heisei era made it a legend; today’s social media and influencers keep it alive. With fabulous makeup, tanning, bleached hair, and tons of substyles, this fashion has something for everyone. Places like Shibuya 109 and magazines like Egg make it easy to join the fun.
Whether you want a princess look or a rock-star vibe, this fashion lets you shine. It’s a style that says, “Be loud, be proud, and be you!” So grab some sparkly eyeshadow and start your gyaru fashion adventure today!
References
- Aesthetics Wiki. “Gyaru.” (aesthetics.fandom.com)
- DevilInspired. “Exploring Gyaru Fashion.” (www.devilinspired.com)
- Forbes Japan. “Gyaru Culture Beautified in Reiwa.” (forbesjapan.com)
- Gyaru Wiki. “Beginner’s Guide/Sub-Styles.” (gyaru-109.fandom.com)
- Hello Lizzie Bee. “What is Gyaru? Meaning, Substyles & Resources.” (www.hellolizziebee.com)
- Kokoro Care. “Gyaru Culture: More Than Just a Fashion Statement.” (kokorocares.com)
- MookyChick. “Gyaru Styles and Makeup Fashion Tips.” (www.mookychick.co.uk)
- Screenshot Media. “The Gyaru Revival: Why Gen Z Are Embracing Japan’s Most Rebellious Aesthetic.” (screenshot-media.com)
- Styling Outfits. “Gyaru Fashion: A Dazzling Journey into Japanese Street Style.” (www.stylingoutfits.com)
- Tokyo Weekender. “Japan’s Gyaru Revival.” (www.tokyoweekender.com)
- Trill Mag. “What the Hell is Gyaru Fashion?” (www.trillmag.com)
- YumeTwins. “Heisei Gyaru: The Bold and Trendy Subculture!” (yumetwins.com)
