Japanese Gyaru Clothing Brands is a Japanese Fashion University post. A series of posts aimed at laying down the foundation for a well rounded knowledge of the history and style of Japanese fashion.
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.