A post all about japanese gyaru magazines, your textbooks to gyaru style. I always find it silly when people think gyaru style is small. 16 magazines supported and it’s small?! (dafaq) With such a wide range of styles and ages represented you’re sure to mix and match to find your preference.
style: Adult gyaru, beauty
A relatively new magazine that bills itself for the 25-35 crowd. Less flashy dressing than Ageha, but similar target audience. Many of the models also model for Ageha. It’s worth noting that many of the popular Ageha models are currently in this age group (Sakurina turns 30 next month).
style: oneegyaru, cool, overseas style, gossip
popular models: Reiko Ide, Yui Hasegawa, Natsumi Yoshida
Blenda is the oneegyaru key magazine started by Popteen during the Oneegyaru boom to build an older audience. Focusing on simple mixed with glamorous. Their models have a high-low mix to their outfits: brand bags or watches mixed with gyaru brand clothing. Their dressing is often inspired by popular celebrities (mostly Western).
style: blogger, adult gyaru
Another blogsite to paper. Decolog makes a bi-monthly magazine focusing on street snaps and shop staff style. Popular models are on the cover, but it’s geared for the regular older gyaru.
style: adult gyaru, mode
popular models: Jun Kumori (headliner), Lie, Momoeri (column), Nana Suzuki
A new magazine hoping corner some of the rising market of the women still into gyaru past their high school years. Stylish oneegyaru looks mixed with lifestyle sections for enjoying or coping with your 20s.
style: tsuyome gyaru, black gyaru (aka dark tans), teen
popular models: Kanako Kawabata, Yumachi, Aina, Kurumi Hanji (Gugu)
The quintessential gyaru magazine that tries to be the most visibly gyaru (dark tans, tons of eyelashes, only gyaru brands, wild and crazy). Has produced several popular gyaru models that have gone on to do their own lines and styles.
Tried to get into the older market with Glia magazine but has since been disbanded.
style: oneegyaru, cool
popular models: Hiromi, Shizuka Takeda, Sayoko Ozaki
A cool and simple style dressing around denim and black basics. The magazine with its unique style and popular models has a good core following.
I love Mama
A lifestyle magazine focusing on the gyarumama market. Widely popular since its inception it has style shots of gyarumama meet-ups as well as street style featuring everyday gyaru with their cute children. Fashion focuses on both the gyaru mama and the stylish children. Budgeting tips and cooking are a big part of the magazine as well.
style: oneegyaru, cool, trend
popular models: Mori Maya, Yuuki Yamamoto
Big sister of Ranzuki. A popular magazine with focus on fashion, beauty and hair. Big sister style with trend talks focus is on oneegyaru mixed with a sweeter edge than Nuts.
style: adult gyaru, mode
popular models: Rui Kotobuki, Misaki Izuoka
Newer magazine aiming to grab a piece of the adult gyaru market with familiar older Popteen models at the helm. Simple style with more focus on shop staff style sleek looks and adult brands.
Known for its extremely in depth make-up tutorials and reviews and overuse of sparkles. For the Oneegyaru, Himegyaru or Kyabajo. Many of their models are kyabajo (hostesses) or ex-kyabajo. Older audience.
style: teen, blogger, trend
Electronic goes paper with this magazine produced by the popular blogging site Crooz blog featuring a lot of popular gyaru models/bloggers. Mostly a deeper look at popular bloggers mixed with trend gyaru fashion.
style: sweet, teen
popular models: Kumicky, Matsumoto Ai (Maapipi), Mizuki Nishikawa (Mizukitty), Hikari Shiina (Pikarin), Marimo, Okarie
A popular magazine that is the sweet-style foil to Egg magazine. Since 2010 it’s for the light-skinned gyaru (ie those who refuse to tan) and mostly a lighter make-up style. Generally fashion and beauty, but some lifestyle tips thrown in. The magazine that has launched the careers of Tsubasa Matsuwaka, Jun Kumori, Kumicky and more.
style: teen, casual, gyaru
popular models: Natsumi Saito (Natsuko)
Ranzuki is the kid sister to Oneegyaru magazine Jelly. Features a very pop colorful style of mostly teen models. It bills itself as a good magazine for beginner gyaru. A lot of basic tutorials found inside for the starter gyaru.
edit October 2013: Ranzuki recently changed their style and possibly has left gyaru. More info to come soon!
style: adult gyaru, often adult Shibuhara mix
popular models: Rika Mamiya (Rikachu), Maiko Sano, Amiaya
With Vivi it’s one of the best selling gyaru fashion magazines. Focusing on the cool gyaru style more than the cute. Very casual trend oriented. Often featuring more Ura-Harajuku brands than other magazines.
style: oraora, rock
popular models: Ayame, Mipochi, Hozunyam
An OraOra style magazine spawned from the popular men’s magazine “Soul Japan”. Soul Sister is more of a lifestyle magazine than a fashion one, but it mixes everyday gyaru with models in their street snaps.
Called gyaru and sometimes not, however it features mostly gyaru brands. One of the best selling fashion magazines in Japan. On the older spectrum of gyaru magazines. Monthly columns by Ayumi Hamasaki and Miliyah Katoh.
Defunct Gyaru Magazines
Now there have been several gyaru magazines than have tried and failed in the past (youtried). 2010 there was a big purge of gyaru magazines, but it recycles all the time. Glia the newest to get the axe.
You can see there was a shrinking of b-gyaru style. The agejo boom couldn’t support all the magazines (and agejo are pretty loyal to Ageha). Shibuhara mix didn’t need its own magazine in PopSister and Glia was a bit too flimsy from the start to last.
This post is going to be part of a series called Gyaru University. It’s going to talk all about articles that are good reference points for the beginner gal. I also stuck old post Everything new about Gyaru Eyelashes as part of the Gyaru University tag. The library is now open!
You guys have no idea how long this post took to make, can’t believe it’s so tiny.