Gyaru is a Japanese subculture and fashion style characterized by rebellious and flashy aesthetics, often associated with young women who reject traditional Japanese beauty standards.
Gyaru fashion emerged in Japan during the 1970s and gained popularity in the 1990s and 2000s. It began as a rebellion against traditional Japanese beauty ideals and societal expectations. The style has evolved over time, spawning various sub-styles such as Ganguro, Hime Gyaru, and Agejo.