Let’s talk about brands for a minute. First of all I’ll say I’m a complete and total fan of brands and will buy them any chance I get if the price is right on secondhand sites even if I can’t properly fit into them at time 🥲 but are they required for Gyaru?
Here’s the thing–and I’m joining a multitude of other vets that have said basically the same thing–Gyaru isn’t just fashion and makeup. There’s a Gyaru lifestyle that so many Gals live that really make them exude what it is to be Gyaru (Georgie is a prime example of this and a complete inspiration).
The point is, Gyaru brands are not essential. Many brands like Ma*rs and TutuHa for example help tremendously when creating a specific look, but even Japanese Gyaru back in the day couldn’t always afford brand when they were actively producing (let alone now with price gouging and shipping costs on secondhand sites!)
Besides, pretty much all of the brands at this point have either been discontinued or have changed direction in order to survive current trends.
Advice if You’re Just Starting to get into Gyaru: Go through the Gyaru magazine scans or images on Tumblr and Pinterest, and find outfits that get your attention, then do your research on how you can adapt those to 1) your location (stores), 2) your budget, and 3) your style.
Literally pull apart a coord that catches your attention and think you can pull off, and start piecing it together with stuff you own or is easily accessible to you.
The clothes you already own will always be a good starting point when you’re trying to get the basics nailed down first.
Vet tip! Starting off you’ll want to focus heavier on your hair and makeup! If you look at the picture above, Wakapikumin was able to rock a band shirt and make it Gyaru with purely hairmake skills.