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And it died sometime in the 2010's.
As a kid in the early 2000's I once read about kogal and ganguro in a magazine. At that point at least the kogal craze was pretty much over, but I couldn't help but look at the gals and think they had a very unique style and like they were genuinely having fun looking the way they did.
Fast forward to 2012, and the year that I got more seriously interested in gyaru. This time it wasn't with the eyes of a kid anymore but with the eyes of a teen, and even then you could feel like the subculture was getting on its last legs in Japan. That's why a couple of years later it ultimately ceased to be.
As many people interested in gyaru know, it did get a revival in the 2020's, probably due to the heavy nostalgia for early 2000's things. However times have changed, and gyaru isn't the only subculture "looking gyaru" anymore. To be honest these days it's very difficult to tell who is gyaru and who is not, because people keep saying it's not about the clothes, and the extravagant makeup isn't exclusive to gyaru anymore.
If the early gals rebelled against beauty standards in Japan at the time (natural or no makeup, pale skin and modest clothing), the gals of today basically just follow what trends everyone else is doing (either that or everyone else stole the image of gals).
This isn't meant to mock reiwa gals, what I'm trying to say is simply that the foundation for gyaru has changed. They don't offer anything specifically gyaru anymore, and the only rebellion they could be considered doing is tied to the industry of work that many gals are in.
To tell the truth I don't even think this is happening because of the phenomenon of watering down subcultures. I just think society have changed so much that parts of the styles that was once considered extreme, have became such a common sight that the borders between those engaging in these subcultures, and the regular public are being erased.
You can fight me on this topic but this i what I think. Having seen how the subculture has changed during the years I'd say that it was only fully alive and rebelling in the late 90's and intermittently during the 00's. Tendencies to this can be seen with other J-fashion subcultures too but that's for another time.
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ManicMeow
In a way it sucks, but if you look at all the people who learned about these subcultures with their "rebooting", a lot of them actually took the time to search about the foundation of X subculture and its beliefs, the battles it fights... and it spreads the movement. For example I got into the alt scene (im somewhere in the scenemo community) pretty late, way after its beginning and its peak, but I really did research about what it meant to be emo, what it's based on, the politics, the music, the style and so on, and I identified with it all. Am I exactly like the early 2000s emos? No, but do I stand for the same beliefs and listen to the same music? I think so. And I know loads of people like me who joined the scene only very recently because they didn't know about it earlier, but they haven't lost the meaning of the community they're in. Things have changed as society changed as well, but I don't think these movements are dead. It's different, obviously, things cannot stay the same if the world is constantly evolving, but it's not necessarily bad. I think we still desperately need these rebellious subcultures with everything that's happening in the world: which is why the new rise of popularity of alternative does bring good to the world, at least for the people to whom it's not "just for fun" and who actively understand and fight for the ideas we defend. There'll always be young and dumb people who will profit on the name of real communities with a history and culture and act like they don't exist, they'll wear it like a costume but they'll quickly realize it doesn't align with what they think (although yeah, we can't erase the wrong the rise of popularity has done, especially with fast fashion.) If we're talking about gyaru specifically, I don't know enough to have a realistic view but I've seen a lot of people that are new to this subculture adopt the og makeup & clothes etc. and remind others of its foundations, while not excluding new forms of expression within the gyaru style (I'm not saying you are at all) and I think it's pretty cool: accept change, because it's not fundamentally bad, but don't forget where everything comes from; it has a meaning and we should respect it while still having fun (imo) ^_^
Sorry I just saw this now!
It's true that people usually need to change parts of old subcultures a bit for them to be able to grow further. But for me personally gyaru just won't be what it once was. I'm not saying Gyaru is dead, just the rebellious parts of it... Of course there are still people who go against the masses (new and old members), but sadly those people aren't the ones that gets to be the front face of the subculture. So I guess that's why it seems like they don't exist :/
by リン５; ; Report
I see, im not very educated on gyaru so idk but i hope it doesn't prevent you & others from enjoying it (´◯`)
by ManicMeow; ; Report
russian winter muhhahaaaa | inactive on SH
no no, you're absolutely correct. I'm not the expert of gyaru, I'm interested in it, but I also see this happening with other subcultures. Basically, all of them. everything which gets revived (rebooted), or becomes mainstream. back then I felt that things have soul. people do it because of passion. now? people do it, because others do it. or, money. huge example here is the animecon. before 2020, everyone who went to cons, was a freak in the eyes of the "normal" people((those high school bullies with no originality)). now there's crowds on top of crowds, coming to cons, but..only a very few of them seem to actually enjoy or know what they're coming to . many go to it, as if it was yet another event that the masses attend to. many of them don't even watch anime or any series. maybe one. cosplays are either purchased, or commissioned, so people can show off, get the most pictures, compliments etc. and when you walk up to them "hey, I love this character too! they're.....and in episode 6...." and they have ZERO idea about the character.
same with fandoms and fanart and fan creations. it's either an online shop trap, buy my merch, buy this and that, or you find out that xy fanartist literally wishes to the death of other shippers, or fans of xy character and starts drama.
it just feels fake and soulless in the end of the day. mainstream is the death of originality or...idk how's the saying.
YES! I absolutely agree! I don't want to sound like an evil gatekeeper but ever since the interests I've had since I was basically a kid and made fun of for liking suddenly got popular I can't help but get annoyed. New genuine fans still exist, but I think there are also a lot of people who are just doing it for a trend :/
In later years a lot of nerdy stuff has gotten really popular with the mainstream and I'm wondering why, because now, people praising something can be the same people that used to talk trash about it in the past.
by リン５; ; Report
I feel you so much...they ruined basically everything I liked, this way.
by russian winter muhhahaaaa | inactive on SH; ; Report
I feel you so much...they ruined basically everything I liked, this way.
by russian winter muhhahaaaa | inactive on SH; ; Report