The Amurer boom of the 90's was a subculture within the Gyaru movement in Japan, heavily influenced by the iconic Japanese pop star Namie Amuro. Namie Amuro's influence on the Amurer style can be seen through her fashion choices and music videos. For a bit more context on this boom, check out Gyaru 101: The Kogal Boom.
The Amurer style was characterized by its bold and colorful fashion, inspired by the street style of Los Angeles, and its emphasis on individuality and self-expression. This subculture was popular among young women in Japan, who were drawn to its bold and expressive nature. The fashion staples of the Amurer boom included brightly colored clothing, oversized and baggy clothing, and bold accessories such as chokers, bracelets, and earrings. Namie Amuro was known for her mini skirt and platform boot combo due to her height, and the power that platform shoes gave Japanese women at the time during the 90’s. This style choice was heavily followed by her fans and was a major influence in the Amurer boom.
It is worth mentioning that Namie Amuro's impact on fashion and music extended beyond the Amurer boom. Namie Amuro's legacy on Gyaru culture is undeniable, she was a trailblazer and a fashion icon who created a subculture that was bold, confident and expressive. Her influence extended into music, where she was known for her dynamic and energetic performances, and her ability to combine different genres of music.
She was considered a pioneer of the Erokawa trend that emerged in the late 90s and was characterized by a more mature and sexier look. Namie Amuro's fashion choices and music videos were a major inspiration for the Erokawa style, which was later more defined by artists like Koda Kumi.
Namie Amuro's influence in the Amurer boom was not just limited to fashion but also had societal importance. The adoption of the Amurer style by young women in conservative Japan was a form of rebellion and self-expression. It was a way for women to break free from the traditional gender roles and societal expectations placed on them. This was a significant part of the Gyaru culture's beginning as it allowed young women to express their individuality and confidence through fashion.
In conclusion, Namie Amuro's influence in Japan through confidence and fashion is undeniable. Her impact on Gyaru culture through the Amurer boom and Erokawa subculture has been significant and has left a lasting impact on Japanese pop culture. However, it's important to note that Namie Amuro is only one example of many in how Pop Culture greatly influences Gyaru culture. Pop culture, fashion, music and trends have always been intertwined and continue to shape the way we express ourselves.