So here’s what we know already (btw, it you haven’t done so, check out Gal’s Initial Decline Pt. 1: Straying from the Original Concept for additional context): Gyaru culture, which emerged in Japan during the 1990s, was initially seen as a form of rebellion against traditional and conservative norms. It was a way for young women to express themselves and challenge societal expectations. However, as time passed, the culture began to shift its focus from rebellion to consumerism.
The desire to own the latest products and keep up with the latest trends became the driving force behind Gyaru culture. Social media and the internet made it easy to access and be exposed to the latest fashion and lifestyle trends, which led to a surge in consumerism. As a result, the authenticity and individuality that once defined Gyaru culture began to fade away. Instead of being about self-expression and rebellion, Gyaru culture became more about conforming to a specific image and materialism.
I don’t think I saw it at the time, but reflecting on it now, I can safely say that as an example, BLACK DIAMOND GAL UNIT effectively contributed to Gyaru culture’s decline in Japan. On top of lots of drama amongst Japanese Gyaru due to the creation of this unit, there were things that we could observe overseas that probably should have given indication to this…
While BLACK DIAMOND GAL UNIT may have been an exciting addition to the Gyaru scene at first, it ultimately contributed to the decline of the culture. The focus on materialism and luxury goods became the main driving force behind the unit (going from their brand GALEO, the creation and collaboration with other BRANDS rather than actual circles, their Ganguro cafe –which had absolutely nothing to do with actual Ganguro except for the darker skin and OTT looks– and eventually the creation of their own unit of idols, rather than self-expression and rebellion which was the foundation of Gyaru culture.
As a result, the authenticity and individuality that once defined Gyaru culture began to fade away. The emphasis on materialism and the constant need to keep up with the latest trends effectively contributed to the decline of real Gyaru culture. Instead, it became more about the superficial and materialistic aspects, rather than the rebellious spirit that it once embodied.