Pop Japan

Gyaru is actually the Japanese term for the girls. The word being used as a general fashion term started with a brand of jeans.

"I can't live without men." This had been the advertising tagline of Gurls, a brand of jeans. Since then, the term was used to identify fashion related to adolescent women. It eventually became a subculture in Japanese street fashion typically characterized by dyed hair, decorative nails and make up. Clothing has depended on the person's personality.

The fashion style became prominent in the year 2000s, but the hype eventually declined. Together with the decline, the term has been used by older women, to have the connotation of being childish and kawaii.

Photo by Nesnad. Licensed under Creative Commons. (https://creativecommons.org/licenses/by-sa/3.0/deed.en)

Tags: fashion, gyaru fashion, girls, i can't live without men, gurls jeans, dyed hair, decorative nails, nesnad, japan, personality, older women