Showa Kogyaru / Gyaru (1980s) (1 янв 1980 г. – 31 дек 1989 г.)

Описание:

Schoolgirl-centered fashion subculture characterized by dyed hair, tanned skin, short skirts (often rolled up), platform shoes, and conspicuous consumption. Kogyaru/Gyaru challenged traditional notions of femininity and embraced a hyper-feminine, consumerist aesthetic.

Cultural / Historical Context:
Kogyaru/Gyaru emerged during Japan's bubble economy, when consumerism and materialism were at their peak. These young women used fashion and appearance to assert their individuality and challenge societal expectations. Their style reflected a desire for freedom, self-expression, and a rejection of traditional roles.

Events/Names:
Late 1980s: Emergence of Kogyaru/Gyaru subculture.

Early 1990s: Rise of specific Gyaru styles, such as Ganguro and Yamanba.

Specific Events:
Early 1990s: The rise of "Enkō" (compensated dating): While controversial, the practice of Kogyaru engaging in compensated dating became a social phenomenon, highlighting their economic independence and blurring the lines between youth culture, consumerism, and sexuality.

Mid-1990s: The emergence of "Ganguro" style: Marked by extreme tanning, bleached hair, and heavy makeup, Ganguro became a highly visible and provocative offshoot of Gyaru culture.
Connection to Youth Rebellion/Punk Sentiments:
Kogyaru/Gyaru rebelled against traditional femininity by embracing a hyper-sexualized, consumerist identity. Their dyed hair, tanned skin, and revealing clothing were a direct challenge to expectations of female modesty and obedience. Like punks, they used style to shock and provoke, rejecting mainstream values and creating their own subcultural aesthetic. Their emphasis on consumerism and self-display can be seen as a form of empowerment, as they took control of their bodies and identities in a society that often sought to control them.

Why This Subculture Matters:
Kogyaru/Gyaru became a defining subculture of the late Showa era, influencing fashion, media, and societal perceptions of youth and femininity. They demonstrated the power of consumerism as a form of self-expression and challenged traditional gender norms in a highly visible way. Their legacy can be seen in the continued evolution of Japanese street style and in debates about beauty, identity, and female agency.

Equivalent Western Example:
Comparable to the Spice Girls and other "girl power" movements in the West, which also challenged gender norms and celebrated female empowerment through fashion, music, and self-expression, and to some extent early 2000s Y2K hyperfeminine trends that followed after.

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