What happens when young Japanese women take styles from foreign countries and mix them with Harajuku gyaru style? The Neo Gal. One of the hottest and newest fashion trends sweeping the streets of Tokyo.
What is the Neo Gal?
Also known as Neo-Gyaru (ネオギャル) in Japanese, the term comes from the English word “girl” (“Wow, what a gal she was!”). The Neo Gal trend originates from a fashion movement in the 1990s called Gal (or Gyaru ギャル). Gyaru style took concepts from foreign fashion, mostly American, and put them on steroids — think typical Florida/California beach babe style: tanned skin, ripped jeans, dyed hair (usually blonde or brown), and a lot of glamorous makeup.
Since it’s been a long time since the 1990s, a catch-up to the new Western look was in order, and this brought forth the Neo Gal.
How Neo Gal Style Is Put Together
The style takes a mix of both foreign and Harajuku fashion trends and turns them into something uniquely Japanese. Bright lipstick, bold eyeliner, and eye-catching fashion accessories are used to stand out from the crowd. Hair colour comes in an array of blue, pink, purple, blondes, and anything that screams “neo pop.” For us Nakama, it’s comparable to walking into Topshop or H&M on Oxford Street — these pop trends are fairly up to date with fashion trends in London too.
There is, however, a rule not to tan themselves, unlike their predecessors, the Gyaru. In our opinion, this makes the Neo Gal trend appear far more socially soluble than the traditional Gyaru style.
Rebellion or Expression?
Underneath the neon lipstick, Neo Gal style is likely another movement pushing back against the fairly conformist society of Japan. The individualist mindset of the Western world (especially America’s “land of the free” ideal) naturally appeals to many young Japanese people. Following their own hearts and standing out from the crowd is a difficult act in a culture shaped by the saying 「出る釘は打たれる」— “The nail that sticks out will get hammered back in.”
South Korea, however, has been able to embrace outlandish fashion styles similar to Neo Gal. Thanks to the music industry, K-pop groups like 2NE1 have been representing these kinds of bold fashion trends for years.
Fashion Leaders of the Neo Gal Trend
Every trend has its major influences, and Neo Gal is no different. Check out the looks of famous Japanese actress Kiko Mizuhara (editor’s note: “My future wife… no, seriously”) and social media influencer, fashion brand owner, and DJ Alisa Ueno.
