EGG magazine is a Japanese fashion magazine that is considered to be a "bible" of Japan's Gyaru culture. The magazine was first published in 1996 and initially catered to a primarily male demographic, covering men's fashion, beauty, and lifestyle content. However, it wasn't until the 7th or 8th edition that the magazine began to cater to women, specifically the Gyaru subculture. This shift in focus marked a pivotal moment for EGG magazine and its connection to the Gyaru community.

PS: You may have guessed it from the covers, but when EGG first started in 1995, it was originally called HYPER IDOL STATION EGG.

EGG quickly gained popularity among the Gyaru subculture, which consists of young Japanese women known for their tanned skin, heavy makeup, and eclectic fashion sense. The magazine played a crucial role in showcasing unique stores primarily found in areas like Shibuya, 109 Men's, LaForet, Tenjin Core, and other hotspots where Gyaru were concentrated. By featuring the fashion trends and styles popular among the Gyaru community, EGG helped to establish and define the Gyaru look, solidifying its position as a leading authority on Gyaru fashion. At this point, HYPER IDOL STATION EGG reduced its name to EGG.

Additionally, EGG magazine played a significant role in launching the careers of many reader models. It not only turned them into exclusive models for the magazine but also provided opportunities for them to create their own brands. This approach helped to establish EGG's legitimacy within the Gyaru community, as it actively supported and propelled the careers of aspiring models. By nurturing these talents, EGG contributed to the growth and influence of the Gyaru subculture.

One notable contribution of EGG magazine was its discovery and popularization of the figure of Buriteri, which had a profound impact on Gyaru fashion. The emergence of Buriteri led to the rise in popularity of the Ganguro, Manba, and Yamanba styles, which were characterized by vibrant and unconventional fashion choices. While these styles were inspired by a combination of influences, including Western fashion, pop culture, and subcultures, EGG magazine played a crucial role in bringing them into the mainstream and making them more accessible to a wider audience.

EGG magazine's influence extended beyond its pages. The magazine actively scouted models in areas heavily populated by Gyaru, such as Shibuya and other fashion-forward districts. Furthermore, EGG's approach included word-of-mouth scouting, identifying popular girls based on their distinctive fashion choices outside of school. This approach not only ensured that EGG featured authentic representatives of the Gyaru community but also solidified its authority in the Gyaru fashion scene.

It’s clear that EGG magazine played a pivotal role in the development and popularization of the Gyaru subculture in Japan. From its initial focus on a male demographic, it successfully transitioned to become a leading authority on Gyaru fashion. EGG's contributions include launching the careers of reader models, discovering and popularizing influential figures like Buriteri, and actively scouting authentic Gyaru models. By doing so, EGG magazine cemented its status as a key influencer and supporter of the Gyaru subculture, leaving a lasting impact on the fashion landscape of Japan.