GQ Japan did a series piece on defining what the modern era of Gyaru looks like, and what it means for key people in the industry with opinions from 姉Ageha’s editor in Chief Marika Koizumi, EGG’s editor in Chief Hitomi Akaogi, and GALS! manga artist Mihona Fujii, to name a few. The articles are all from last year, but they’re all good reads nonetheless. The final piece to this series comes in the form of an article with Marika Koizumi and her thoughts on age and gyaru.
The article goes on to explain ever so slightly the beginnings of both EGG and Ageha. 小悪魔ageha began in 2005 with its sole emphasis being cabaret workers–kyabajou– which peaked around 2008, causing what’s considered the ageha style movement (アゲハ系); This magazine was suspended in 2014.
By 2011, the ageha boom had begun to die down and as such, in November 2011, 姉ageha was published, primarily catering to women over 25 years old that had followed 小悪魔ageha in the past with Rina Sakurai (Sakurina) and Sayaka Araki being exclusive models and Ichijyo Hibiki and other popular kyabajou making regular appearances.
Since then, 姉ageha has created some pretty powerful catchphrases in defiance to the idea of growing older and growing out of what you love, in this case, being Gyaru.
There’s no sense in breaking these down. If you read this just… let these catchphrases sink. That’s all. Also, links to each image with the corresponding phrase attached to the publication date, and super quick disclaimer, I’m not a pro at translating Japanese and rely on translators half the time so if a translation is incorrect, please let me know and I can make edits.
January 2019 ––
I’m cute. I’m cute. No matter who says it, I’m absolutely cute, so it’s okay.
It’s not sad to get old. I don’t have time to become an aunt. There is no rule that says “I have to do this because I am this age”.
May 2018 ––
I don’t care about the public eye. I enjoyed it. I won! It’s my life, I’m the main character♡
March 2019 ––
“I’m already 00 years old” How many hearts have been killed by these words so far?
I don’t wear clothes that I bought with my heart for others to make decisions about me. I don’t wear the clothes I bought, for someone else.
Even if someone laughs at me, the path I choose is absolutely correct.
September 2018 ––
Who made that decision? / Who decided that?
You don’t have to be hated by people, but you don’t have to be liked. I believe only in My Rule: for us to live like us.
July 2018 ––
I want to live as I like without worrying about people’s eyes, but I can’t be as strong as that girl.
姉ageha’s Instagram account is filled with more of these messages for women in this demographic, you can follow them here if you haven’t done so already.
Marika Koizumi started getting involved as Gyaru at a young age and started her career at 19 years old. She started editing at Happie when it changed its name to Happie Nuts in 2014 and from there did freelance work for both ageha publications. By 2018, she became editor-in-chief for 姉ageha.
You can read a lot more about Marika Koizumi’s thoughts on age and beauty standards to what’s considered good and beautiful in the GQ article here (also linked above).