01. Theories behind Gals disappearing
First of all, poetic title for what many vets know as the Gyaru Apocalypse. Second, can I just GUSH about how there’s yet another book talking about Gyaru? ギャルと不思議ちゃん論：女の子たちの三十年戦争 came out in 2012 and it’s all about the decline in Gyaru that started around that year, leading up to (almost?) every single Gyaru/Gyaru-esque magazine becoming defunct.
02. The decline of magazine culture
One of the most obvious factors in how Gyaru essentially died and hasn’t really made a comeback (and this is the hill I will die on), is the decline in magazines. Koakuma ageha’s publisher accumulated 3 billion yen’s worth of debt, causing not just ageha to close, but other publications as well.
03. The Rise and Fall of Gyaru due to Pop & SNS Culture
As with all fads, once Namie Amuro’s era and the consequent craze over the Amurer/Amura style were gone, the princess era began through Ayumi Hamasaki’s rise in popularity. The princess era was a style that emphasized cute and gimmicky accessories, naturally reflecting the current generation’s obsession with Hello Kitty in the nineties.
04. Gal’s Initial Decline Pt. 1: Straying from the Original Concept
As Gyaru culture gained more popularity, it's been observed that it strayed from its original concept of being a reflection of real youth in Japan and transformed into heavy consumerism. The culture has been seen to focus more on the latest trends, the newest stores, and dressing like exclusive models, rather than being a representation of real youth in Japan.
05. Gal’s Initial Decline Pt. 2: From Rebellion to Consumerism
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.
06. Popteen and the Neat Gal Style
In the early 2000s, a shift in Japanese beauty standards was taking place, with natural style makeup and black hair becoming increasingly popular. One publication that helped increase the momentum of this trend was the Japanese fashion magazine Popteen.
The term "Neo Gal" has caused quite a bit of controversy within the Gyaru community, both in Japan and overseas. While many people view Neo Gal as a subculture within the larger Gyaru movement, there are others who argue that it is not truly a part of Gyaru culture at all.