This is a Gyaru University post. A series of posts aimed at laying down the foundation for a well rounded knowledge of current Japanese gyaru street style.
I talk a lot about gyaru clothing (hell this blog is 80% clothing, 20% travel, and the rest of the 10% is beauty, food and randomness) but I’m going to try to define what exactly is a gyaru brand. Gyaru brands are very big and profitable businesses, these giant clothing conglomerates that prove that gyaru just isn’t about make-up and hair.
Most of your favorite gyaru brands are part of conglomerates. Vent International owns Jugeetta, Liz Lisa, Liz Lisa Doll, Tralala and Killwatch. Runway Channel owns Emoda, Jouetie, Dazzlin, Murua, Laguna Moon, Gyda and other non-gyaru brands. Another group owns Mars, MeJane and Princess Melody. Another Sly, Rodeo Crows, Rienda, Miel Christnaut and more. They’re huge.
That’s my definition to describe gyaru brands. Why Shibuya 109 and not say Machida 109 or Fukuoka Tenjin core or any other the other gyaru malls in Japan? Because Shibuya 109 has only gyaru brands for the most part, they’re known as the mecca of gyaru. So they make the best example of a gyaru mall.
If it’s in Shibuya 109, you can say it’s a gyaru brand. What brands are in Shibuya 109? Well check out their website and webstore (shopping service only). Their current stock is current gyaru clothing.
What are gyaru magazines? Oh girls you know I wrote about about this earlier: gyaru magazine encyclopedia.
What do gyaru models wear? Well search on crooz or popular blogs on amoeba. Usually you can view their off duty outfits and see what they wear. Popteen and other magazines also show their off-duty style, too. Why gyaru models? Because they’re wearing the trends a few months before everyone else often because they had to do magazine shoots in them, and they go to exhibitions of the clothing, they are the trendsetters. I decided to put this in for many of the web and hime brands. Web brands like Yumetenbo don’t often get a lot of magazine love except for Popteen ads, but they are popular with gyaru. Same for hime brands.
So let’s try my theory out!
JSG – It’s in LA Foret, but was in Shibuya 109. Gyaru models wear it (Egg model Kanako Kawabata loves it), and it’s in gyaru magazines. BOOM! It’s a gyaru brand.
Liz Lisa – It’s in Shibuya 109. Gyaru models wear it. It’s in gyaru magazines.
Murua – It’s not in Shibuya 109. But gyaru models wear it and it’s in gyaru magazines.
Ghost of Harlem – It’s not in Shibuya 109. But gyaru models wear it and it’s in gyaru magazines. side note: for the previous make-up post, check out Sakurina with those straight eyebrows and less bottom eyeliner.
Snidel – It’s not in Shibuya 109. Gyaru models wear it occasionally and it’s in some gyaru magazines. It’s 2 of the 3, but not a gyaru brand.
Jesus Diamante – It’s not in Shibuya 109. And it’s rarely in gyaru magazines (mostly Ageha only), but gyaru models wear it (Himena). So even though it’s barely 2, it’s still a gyaru brand.
There’s grey area mainly with the more mature brands. Like Murua clientele is not just gyaru, but neither are a lot of gyaru brands. Mercury Duo is part of a clothing group that owns gyaru brands, but it’s not one. Does it matter if they are? NO! Of course not, personally I’m a big Mercury Duo fan. But if you’d like to further understand gyaru fashion, seeing current styles by definite gyaru brands is the best way to do it.
Why are gyaru clothing brands so important when using overseas brands you can recreate looks?
Because they’re the trend makers and they can help you identify a gyaru style you like and even if you’ve already decided on the style or styles you enjoy you can see more of them.
Gyaru Brands even if you don’t buy from them can teach you
what’s instantly on trend
what defines their style
how to coordinate based on their style
many have shop staff blogs that go deeper with hair and make-up and more coordinate posts
How to easily look at gyaru brands
This blog is one, thanks for reading Two other ways to check out what’s gyaru clothing on-line is Japanese auction site mbok (previous post)’s listing of gyaru brands for their auction categories. Also popular shopping site fashionwalker has their Shibuya Style Village which hosts a lot of popular gyaru brands and you can see the newest pieces by them.
Fashionwalker has a listing of brands within its Shibuya Style Village and coordinates from popular brands. Even if you don’t shop there it’s a fun resource.
Probably the number one thing I hear with overseas gyaru say is gyaru is only about the make-up. WHAAAA (confused Mitsu is confused) How are there malls full of clothing and 16 monthly or bi-monthly magazines dedicated to it? Most of the mags are 60% clothing.