Gyaru culture, known for its bold and extravagant fashion choices, has undergone significant transformations over the years. While some claim that Gyaru culture has disappeared, it is crucial to understand that the style has not completely vanished but rather evolved in various ways.

One particular subcategory of Gyaru culture, known as "agejo," which was characterized by its flashy and heavily accessorized aesthetic, has experienced a decline in popularity. However, it is important to note that this decline does not imply the disappearance of Gyaru culture as a whole. Instead, there has been a shift towards a stronger and more casual style within the Gyaru community.

Despite these changes, several distinctive elements of Gyaru fashion remain prominent. The striking makeup, featuring dark, smoky eyes and vibrant lip colors, continues to be a defining characteristic among Gyaru enthusiasts. Techniques such as colored contact lenses and eyelid glue are still employed to achieve the desired eye appearance, often characterized by larger, doll-like eyes.

One brand that played a significant role in shaping the Gyaru fashion landscape is MARS (マーズ). MARS introduced the concept of cute black and pink fashion, which became synonymous with the brand. They also popularized the use of gold embellishments on clothing, creating a distinctive and eye-catching style that resonated with Gyaru enthusiasts.

However, in recent years, MARS has faced challenges and experienced a decline in popularity. The brand has made strategic changes, such as reducing the number of physical stores and shifting towards a more niche market in the jirai kei market, making itself known as one of the top landmine brands of the moment alongside ROJITA and HoneyCinnamon. While MARS continues to offer unique and eccentric patterns, its customer base has become more limited, catering to a specific group of individuals who appreciate the brand's distinct aesthetic.

The decline of MARS can be attributed to various factors, including evolving fashion trends and the emergence of new brands with a stronger aesthetic appeal. Brands like Murua and Emoda have gained popularity among Gyaru enthusiasts, capturing the attention of those seeking a fresh and contemporary take on the Gyaru style. This shift in preference, coupled with MARS's struggle to find a new direction, has contributed to its decline in recent years.

Despite the challenges faced by MARS, it is important to acknowledge the brand's significant influence and contributions to Gyaru culture. During its peak around 8-9 years ago, MARS introduced standout items like the "oribon-tsuki mossa coat," a polyester-based wool-like coat featuring cute black and pink patterns. Additionally, MARS gained attention for its daring and provocative pieces, including backless dresses and skirts that pushed the boundaries of traditional fashion.

While the decline of MARS may evoke a sense of nostalgia for those who were immersed in Gyaru culture during its prime, it is crucial to recognize that fashion trends are constantly evolving. The Gyaru community continues to adapt, exploring new styles and aesthetics that resonate with the changing tastes of its members.

As the Gyaru culture moves forward, it remains to be seen whether the sweet and flashy Gyaru style, once championed by MARS, will experience a revival or if new aesthetics and brands will emerge to shape the future of Gyaru fashion.