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There are many commercial based products for gyaru or endorsed by them or their companies such as magazines.

Among the many magazine ads were the advertisements for popteen magazine which had a partnership with the Japanese food company Ezaki Glico with their snack Pocky. These advertisements were called ‘Deco-Pocky’ which were sponsored by the magazine themselves to promote Pocky but by either creating new desserts or decorating the Pockys themselves into gaudy snacks. Pocky has also made Japanese television commercials with Tsubasa Masuwaka. Another Japanese brand that collaborated with Tsubasa Masuwaka but this time a Japanese candy brand for a commercial for chewing-gum. The Japanese chewing-gum brand , lit.’Stride’ from the company Kraft Heinz made a commercial debuting their new flavor at the time. Other noteworthy commercial collaboration would be for the Japanese tea and coffee brand UCC Ueshima Coffee Co. for the commercial of their product of ‘Paradise Tropical Tea’. The Japanese McDonald’s company has created an advertisement with Tsubasa Masuwaka for a with Sanrio characters, being the Sugarbunnies. These were for a line of Happy Meal toys, that are hair accessories such as scunchies and plastic rings with their likeness. In 2019, a Japanese restaurant and café made use of the gyaru subculture to promote its location with the use of desserts that are catered to the Heisei erademographic by having a parfait titled ganguro.

Shaking Up The Footwear Industry

Founded in England by the globally renowned Lee Alexander McQueen the brand’s dramatic clothing, accessories and extravagant shows are famous for making headlines.

One of the runways remembered by many was the label’s S/S 2010 collection. Models were sent down the catwalk in 30cm high ‘Armadillo’ heels which were crafted from an array of luxurious materials. The footwear designs were not of the conventional sort, with their skyscraper heels and elaborate construction, models looked as though they were en pointe. The collection of only 21 pairs never retailed to the public. However, icons such as Lady Gaga were seen wearing the show-stopping designs.

Gyaru Scandals In Japan


In 2012 the gyaru model Jun Komori committed fraud and helped with said fraud on an online auction website in Japan. She worked with the at the time thirty year old Ryusuge Suzuki, who was the penny orders section owner of the ‘World Auction’ website in Japan. She had to close her official web blog due to the backlash of her actions.

On February 3, 2015, in Shinjuku ‘Lumine EST’ mall three gyaru Rady shop staff were arrested and charged with both stealing apparel which amounted to 1,100,000 yen 10,000 dollars from various stores and selling it. This was calculated to be the equivalent of 5,000,000 yen which is 46,000 dollars a grand total of 6,100,000 yen or 56,000 dollars of both theft and money laundering. It is stated that the crime occurred due to shop staff only getting paid about 880 yen an hour the equivalent of 8 dollars. The gyaru brand Rady, closed its store within the same month in that very same mall in Shinjuku.

In 2014 a gyarus was arrested due to multiple cases of rape to gang rape happening within its gyarus and this would not be the last of these malicious gyarus in 2019 another was found with the same criminal delicts acted towards the members of their group.

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Westerngyaru Or Gaijin Gyaru

Alexander Mcqueen

Often referred to as foreigngyaru or westerngyaru and online as . Women and even men who have found gyaru fashion outside Japan and have decided to participate in said fashion subculture westerngyaru includes countries also outside of the West, such as the Middle East. With the women who have gravitated towards this fashion by going or doing gyaru and its multiple substyles. While men gravitate to gyaru-o. Westerngyaru or gaijin gyaru created their own communities or groups and forums which they communicate amongst one another. They also had lists of tutorials or YouTube playlists to help beginners to gyaru with their application of makeup and how to create the appropriate hairstyles. Gyaru got its popularity outside of Japan due to the help of bookstores selling gyaru magazines in western countries and social media networks also helped the spread this Japanese fashion style further than its origin to other parts of the world.

That is not to say that during its popularity online in the past and even now that there is only positivity within its community.

During the early 2000s, most animeconventions saw a glorification of gyaru and gaijin gyaru presence as they held gatherings, meetings or events usually organized by their gyarus and fellow peers in these conventions in their country of residence or where the actual gathering would be held in. International and national meetings among members of the gaijin gyaru community were held on an almost annual basis.

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Alexander Mcqueen White Glitter Sneaker

  • Girl’s Oversized Glitter Leather Sneakers, Toddler/Kids

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    More Details Alexander McQueen Girl’s Oversized Glitter Leather Sneakers, Toddler/Kids Alexander McQueen sneakers in calf leather with glitter trim Oversized heel Round toe Lace-up vamp Logo print at tongue Perforated detail at sides Made in Italy Sizing Note: Toddler sizes end in “T” Youth sizes end in “Y”. Toddler sizes are smaller than youth sizes.Designer

    Original: $320.00

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Stand Tall In Alexander Mcqueen

Nail a chic rocker style with Alexander McQueeen shoes. Match skinny jeans with a pair of boots for a standing concert affair or if you’re heading backstage for an after party choose a pair of statement heels.

Select a pair of Alexander McQueen sneakers in a metallic hue, then co-ordinate with a silk dress and a Heroine bag for a cool downtown vibe. The brand’s sneaker designs also come in a variation of simplistic tones providing a superb day-to-day choice we’re opting for a pair in white to make a perfect match with a slouchy hoodie and a denim skirt.

Think Sharon Tate or Twiggy and team a ravishing fur coat over culottes, then finish with a set of the label’s high heels. A pair of flats also look impressive when worn with tailored trousers, a skull scarf and a dazzling blazer.

Fall in love with Alexander McQueen online at Mytheresa and rely on our customer service team to help you pick a perfect new accessory. If you’re feeling inspired by Alexander McQueen’s styles, then browse other luxury labels such as Saint Laurent, Valentino Garavani and Loewe, as well as our curated sneakers selection.

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