What is Gyaru fashion? The Gyaru style originated in Japan and is one of the most recognizable and vibrant fashion movements. Emerging in the 1970s it gained mainstream popularity in 1990 and reached its peak in the 2000s. Currently, although not as popular as it once was Gyaru style is still alive and circulating in 2025 and continues its evolution and influence in modern fashion, particularly in cosplay and streetwear styles. 

Gyarus are outgoing, fun-loving, independent, wild and sexy. Dark tans, light brown or bleached blonde hair, dramatic makeup (zoning in on the eyes) white eyeliner, long nails with a lot of super kawaii ornamentation and the latest fashion styles. 

Gyarus come in variety, read on and check out the substyles to get a feel for which one you connect with the most. 

• 
  

  Kogyaru: Inspired by the school-girl aesthetic, sporting short pleated skirts, loose fitting socks and loafers. 

  
  
• 
  

  Ganguro: A symbol for rebellion against traditional Japanese beauty standards, it rose to popularity in the lively shibuya district. Ultra deep brown tan, contrasting white makeup, neon colors and super trendy fashion, the ultimate cry out for a rebel. 

  
  
• 
  

  Onee-gyaru: A more mature and elegant aesthetic, a hostess type vibe with perfectly manicured nails, light natural makeup — BB cream, glitter eyeliner or shadow, glowy blush and lip gloss. 

  
  
• 
  

  Hime-gyaru (Princess Style): Ultra-feminine and luxurious, it blends fairy-tale elegance with bold self-expression, inspired by European aristocracy and the glamorous lifestyles of Western Princesses.