Gyaru culture has always been known for its vibrant and energetic style, and in 1997, a particular song captured the essence of this movement with its audacious beauty. The song in question is "problem" by hitomi, released on June 11, 1997, and it left an indelible impact on the Gyaru community and beyond.
In 1997, while Fuji Television was relocating from Kōda-chō to Odaiba, a catchy tune, "Rhythm and Police," accompanied the debut of the popular TV drama series "Bayside Shakedown." Naomi Campbell's enigmatic whispers in the Esthetic TBC commercial became a hot topic, and children and Gyaru enthusiasts were busy raising their Tamagotchis.
Looking at the Oricon Hit 100 chart for that year, it is impossible to ignore the overwhelming dominance of Namie Amuro's "CAN YOU CELEBRATE?" It achieved the remarkable feat of selling over two million copies. Additionally, the youthful assassins from Okinawa Actors, SPEED, enjoyed great success with their hit song "White Love." Hiroko Yakushimaru made a dazzling debut as a singer with "Maji de Koi Suru 5-Byō Mae," and Tomoe Shinohara's "Ultra Relax" exuded an intoxicating brightness that made heads spin.
However, amidst all the cheerfulness, there were also songs that captured the sense of resignation and despair as something was coming to an end. Songs like CHARA's "Time Machine," Cocco's "Tsuyoku Hakanai Monotachi," and Niki Nakatani with Ryuichi Sakamoto's "Suna no Kajitsu" evoked a feeling of something dissipating as the turn of the century approached.
At that time, Avex Trax, known for its catchy commercials, frequently aired a CM with a low and captivating voice, setting the stage for the music of the era. As a fan of globe and Tomomi Kahala, the advertising campaigns got me excited. However, hitomi's "problem" had a special impact.
"Koi bito-tachi wa momegoto nante nasasou de!"
The eccentric voice singing these words felt like the embodiment of a girl's anxiety, surpassing what one might have expected. It delicately straddled the line between being slightly grating and entering the realm of "inspiration." It pierced through the eardrums, unsettling with its raw honesty.
While hitomi's songs had a romantic theme, they were more than just love songs. They encapsulated the anxieties of an era marked by economic hardships and a sense of confinement that could only be laughed off. Few songs at the time managed to combine such unique brightness with an assertive and hysteric vibe.
hitomi's lyrics revolved around embracing both the good and the bad, swallowing them whole and confronting the challenges head-on. Her songs were a reflection of the era, capturing the essence of the gyaru culture during that transitional period.
In the late '90s, gyaru culture was experiencing a peak in popularity. It was a subculture characterized by its bold fashion choices, extravagant makeup, and rebellious attitude. Gyaru challenged societal norms and flaunted their unique style with confidence.
hitomi embodied the spirit of gyaru culture with her distinctive image and powerful voice. She exuded a sense of independence and determination, unafraid to take risks and carve her own path. Her music resonated with the young generation, as she sang about the struggles, dreams, and desires that echoed their own experiences.
"problem" was a standout hit that showcased hitomi's eccentricity and attack-like beauty. The song's catchy melody and energetic vocals captured the listener's attention from the very first note. hitomi's voice, with its distinctive tone, pierced through the airwaves, leaving an unforgettable impression.
https://www.youtube.com/watch?v=T4AhhFEz8e0
hitomi's collaborations with renowned producer Tetsuya Komuro further elevated her status as a unique gyaru icon. Together, they crafted songs that pushed boundaries and defied expectations. hitomi's fearlessness and passion were evident in every performance, capturing the hearts of her fans and inspiring a new generation of gyaru.
During this time, gyaru culture was also depicted in various forms of media, including movies like "バウンス ko GALS." These portrayals showcased the audaciousness and rebellious spirit of gyaru, further fueling their influence and popularity.
However, the gyaru culture of the late '90s was destined to be a fleeting phenomenon. As with all trends, its intensity eventually waned, giving way to new subcultures and fashion movements. Nevertheless, its impact left a lasting impression on Japanese pop culture and influenced subsequent generations.
hitomi's contribution to the gyaru culture and J-pop music cannot be understated. She embodied the essence of the era and provided a voice for the youth of that time. Her music, style, and attitude continue to resonate with those who look back fondly on the vibrant and rebellious spirit of the gyaru culture.
Today, gyaru culture may have evolved and transformed, but its legacy lives on. It remains a symbol of empowerment, self-expression, and the ability to challenge societal norms. The impact of gyaru culture and artists like hitomi serves as a reminder that embracing one's individuality and confronting challenges with resilience can create a lasting impact on society and inspire future generations.