The term gyaru is a Japanese transliteration of the English slang word gal. The fashion subculture was considered to be nonconformist and a rebelling against Japanese social and aesthetic standards [6] during a time when women were expected to be housewives and fit Asian beauty standards of pale skin and dark hair.
For Japanese women who saw those who participated in this fashion during its rise, they considered it a fashion style too racy and freewheeling; with some feeling it caused a ruckus, juvenile delinquency and frivolousness among teenage girls.
They are also known for partying and clubbing , being rather provocative, being flirtatious, and unwinding and having fun. The male equivalent of a gyaru is a gyaruo.
Although it has not been fully confirmed, some people say that the term gal became popular when Wrangler released women's jeans called "Gals" in This magazine introduced the culture of women in the West Coast of the United States, and included punk rock music, along with other genres like new wave and indie.
However, the magazine had nothing to do with Japan's gyaru culture. Later, this magazine gained controversy due to its extreme expression of sexuality. In , Kenji Sawada 's song " OH! Gal '' became a hit. At the height of the bubble economy of Japan in the late s, women began to appear wearing bodycon dresses and women's suits that were extremely tight and emphasized their body lines.
