Gyaru started as a form of teenage rebellion in Japan, turning into more than just a fashion trend. It's about challenging traditional beauty standards and embracing individuality in a culture that often values conformity.
This 32-page booklet is an undergraduate thesis at Washington State University’s Digital Technology and Culture program, and dives into the gyaru style while exploring the history and social context behind it.
A GAL’S WORLD
The project is driven by a long-standing interest in the gyaru subculture and its cultural significance. It is intended to introduce the style to Western audiences.
The research was based on a mix of academic journals, fashion articles, and interviews with self-identifying
gyaru individuals.
Visual inspiration was taken from I prolific '90s and early 2000s fashion magazines, pulling from their bold, vibrant color schemes to capture the energy of the movement.
VISUALS
