The 90's in Japan was a time of great change, not just in terms of fashion, but in terms of social dynamics as well. One of the most notable movements during this time was the rise of Gyaru, a culture that focused on much more than just fashion, makeup, and attitude.

Gyaru emerged as a response to the traditional and conservative culture of Japan. Youth, tired of the strict societal expectations placed on them, began to reject traditional gender roles and embrace a more liberated and individualistic lifestyle.

The Gyaru culture also brought about a shift in the way that youth interacted with one another. Rather than adhering to the traditional Japanese concept of "good kid" behavior, Gyaru embraced a more outgoing and confident attitude. They formed tight-knit groups, known as "Gal Circles" Life in a Shibuya Gal Circle from HARLEM’s Sa-jin) and would often hang out at popular shopping and entertainment districts such as Shibuya and Harajuku.

The rise of Gyaru was met with both praise and criticism: On one hand, Gyaru was seen as a rebellion against the strict societal expectations placed on youth in Japan, most specifically on young women. During the 90's, Japan was going through a period of rapid economic growth and modernization. This led to a significant change in the way young people, particularly young women, were viewed in society. The traditional values of obedience, conformity, and respect for authority were challenged by a new generation of young people who wanted to express themselves and break free from societal expectations. On the other hand, it was criticized for promoting materialism and superficial values. The reality is that Gyaru was seen as a response to the traditional and conservative culture of Japan, particularly due to the Kogal boom in the 90's (Gyaru 101: The Kogal Boom).

The Kogal Boom

The Kogal boom was a reflection of this change, as it represented a rebellion against the strict and conservative culture of Japan. Kogals, with their tanned skin, bleached hair, and heavy makeup, were seen as a stark contrast to the traditional Japanese ideal of beauty. They also rejected traditional gender roles, embracing a more outgoing and confident attitude. This subculture was heavily criticized by the older generation and conservative elements of society, who saw it as a negative influence on young people. Kogals were often viewed as materialistic and superficial, and their fashion choices were seen as a rejection of traditional Japanese culture.

Despite the controversy, the Kogal boom had a significant impact on Japanese society and culture, just like the Gyaru movement, it marked the beginning of a new era where young women were free to express themselves and embrace their individuality. These movements also had a lasting impact on the fashion industry, with many of the trends and styles popularized by Kogals still being seen in Japan and other parts of the world today (though due to shortage in brand, much less than there was before).

In conclusion, the Gyaru subculture in the 90's was a socially and fashion revolution in Japan. It was a movement that allowed young women to break free from traditional societal expectations and embrace a more liberated and individualistic lifestyle. The emergence of Gyaru as a movement was a reflection of the changing times in Japan, as young people sought to express themselves in a society that had long been seen as conservative and traditional. These movements will always be remembered as a turning point in the history of Japan, a time when young women stood up for their rights and paved the way for a new era of freedom and expression.