New 'gyaru' magazine hits bookshelves
Entertainment ( 23 )
TOKYO —
Even in the midst of one of the worst recessions the publishing industry has ever seen, “gyaru” magazines are still going strong. Publisher Futabasha rolled out new “gyaru” info magazine Edge Style on Monday, hoping to tap into the 10 billion yen market centered around these young Shibuya trend setters.
The magazine is unique in that it’s focused on businesses created by “gyaru,” for “gyaru,” with things like merchandise developed by the girls themselves.
Recently, TV variety shows have also gotten in on the act, with appearances by “gyaru” magazine cover girls like Jun Komori.
April saw even more “gyaru” magazines hit the market, with new magazine Nicky featuring fashion trends as seen by popular “gyaru” bloggers, as well as fashion magazine PopSister.
Edge Style will target those in their mid-20s who have outgrown traditional “gyaru” publications. According to a survey of “gyaru” done by Futabasha, many women wanted a magazine that combined fashion with celebrity gossip and other tabloid content.
The company is also developing cosmetics like fake eyelashes and lipstick with the input of their customers, hoping to save money on advertising by using their cover to promote the products. The magazine will also be published in Taiwan, where the Japanese “gyaru” boom is still heating up.
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23 Comments
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some14some
Do as you like babes ! No objection from men's world, i guess.
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blvtzpk
A venue for even more hard-hitting journalism, methinks.
Not.
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nylex4
japanese women - they know the price of everything but the value of nothing..
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sf2k
what a useless life
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my2sense
What is cool is it melts off in the shower and they look Japanese in the morning.
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timorborder
A venue for even more hard-hitting journalism, methinks.
LOL
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mmatheist
It's quite amazing how this fashion is followed in other Asian countries. Gotta love them gyaru!
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porter
I'll have to pick one up on my way home today.
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yuzuru30
a magazine or a "gyaru"?
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Junnama
You know, I've often felt the same. Futabasha is awesome...
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goddog
When one of these chicks bangs their face on your clothes, time to hit the dry cleaners.
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paulinusa
I like big hair and lots of makeup!
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Junnama
Is that Kumi Koda on the cover???
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Gurukun
What, the magazine? or a 'gyaru'? LOL
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genji17
What, the magazine? or a 'gyaru'? LOL
YES?
When one of these chicks bangs their face on your clothes, time to hit the dry cleaners.
Same for Pillows!!!
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blunderbuss
LOL!
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taisho999
And send them the bill. Oops, wait. They are always broke from all that make up they spend their money on!
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usaexpat
I thought the "gyuru" thing had run its course. Peaked in Fukuoka about 1998 if I remember right. Really ugly fashion
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The758
The cover is great: オンリーワンな女になる！ As if ..
Looks like there's a story about Sawajiri Erika in there, too.
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Sarge
Junnama - I believe that is Kumi Koda on the cover, though Erika Sawajiri should be!
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valentineshigh
the 'gyaru' phenomenon was sparked by amuro namie in the 90s, because she used to bleach her hair, wear mini-skirts, tan her skin super-brown etc. 'gyaru' these days wear 1000 fake eyelashes at a time, wear contact lenses to make their eyes look anime-like and have platinum-blonde curled/poofed/teased hair. though lately they look more classy, like kanno yui or aoki eri from Popteen.
and urgh on the note of the magazine being published in taiwan... i have seen MANY a chinese wannabe-gyaru around town. they are NASTY!
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mrhog1234
My suggestion is be sure to have the "gyuru" wash her face before you take her to bed. You don't want to be surprised in the morning.
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