About:

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Gyaru is an umbrella term; sometimes too big to define. Gyaru is a description of either men but mostly women who follow many types of Japanese street fashion that originated in the 1970s. It's popularity peaked in the 1990s and early 2000s, then changed and became more accessible and widely popular in Japan in the 2010's Gyaru fashion for women, is typically characterized by having heavily bleached or dyed hair (mostly shades from dark brown to blonde), tanned skin, highly elongated decorated nails, and dramatic makeup. The makeup typically consists of dark eyeliner and fake eyelashes used in ways intended to make the eyes appear larger, contouring of the face and nose which was done for a slimming effect; also using color contacts to fake or change the color of their eyes and enlarging their eyes as well. Clothing pieces for gyaru fashion differ depending on which gyaru style the individual chooses and also where said individual would buy their items from the Japanese brands themselves or western fast-fashion brands. But those who lived in Japan, mostly stuck to certain brands from Japan itself depending on their style; mostly originating from Shibuya 109.

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source: https://en.wikipedia.org/wiki/Gyaru

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History: 

Gyaru (ギャル) is a Japanese transliteration of the English slang word 'gal'. The name originated from a 1968 Levi Jeans brand commercial tagline, "Levi's for Gals", and was applied to fashion- and peer-conscious girls in their late teens and early twenties. It also uses a tagline of "GETWILD&BESEXY" which was a infamous euro-beat song of the same name which was also danced with parapara/パラパラ by the group called CREAM. Its usage peaked in the early 2000s and has since gradually declined. The term gradually drifted to apply to a slightly older group, whose seeming lack of interest in work or marriage gained the word a "childish" connotation. It is now used almost interchangeably with kogal.

Gyaru subculture is still a large influence in Japan's fashion economy with gyaru brands branching out and becoming more accessible in rural areas. 

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source: https://en.wikipedia.org/wiki/Gyaru

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Brands: 

• DaTuRa

• Cecil McBee

• GOLDS Infinty

• MA*RS

• D.I.A.

• Jesus Diamante

• Alba Rosa

• Ghost of Harlem

• Coco*Lulu

• MarpleQ

• ListenFlavour

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Ambassadors: Tsubasa Masuwaka, Kumiko Funayama (Kumicky), Rie Matsuoka (Okarie), Hikari Shiina (Pikarin), Satomi Yakuwa (Satomin), Sayoko Ozaki, Rina Sakurai, Suzuki Nana and twins Guri & Gura Yoshikawa (Chika&Chie).