Hey Y’all! ✨
In my previous post, I briefly talked about how Gyaru style evolved in the Reiwa Era (2019-present)!
For the next few posts, I wanna spend more time diving a bit deeper in detail, breaking down the trends and the evolution of gal in the 2020s!
Let's take a look at how it started with the revival of popular gyaru magazines like Egg, Nuts, & Ageha, the current characteristics of the fashion, makeup, & culture, and Gyaru style’s popularity with Japan’s Gen Z!
Today's post is about the revival of Egg Magazine! ✨
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About Egg
Egg (エッグ) is THE popular Japanese fashion magazine for everything Gyaru style!
It's known for featuring photos & street snaps of ganguro girls, with advice on the newest fashion, trends, clothes, hairstyles, & makeup!
It even includes bits about lifestyle & health!
Egg magazine was incredibly influential in gyaru spaces, with many people, (including Bunny Crafty Dream) calling it “The Gyaru Bible”. ✨
Egg magazine was at the HEART of gal culture in Shibuya! :D
According to PRTIMES, During the magazine’s peak popularity, it had a circulation of about 500,000 copies!
Egg’s original run went from September 1995 to May 2014. (The Gyaru Wikia)
Though because of increased interest in Gyaru style, Egg started a new venture in 2017 to make its comeback (The Gyaru Wikia), and in March 2018, egg resumed its activity online and started to optimize its approach more for social media!
With enough fan support, including a crowdfunding initiative, Egg was able to resume physical media under a different publisher! (PRTIMES)
The first physical release was the June 2019 issue!✨ This was a “mook” / magazine book.
Reception
The June 2019 issue of egg was incredibly popular! Apparently it was super hard to get your hands on one because they were selling out like hotcakes! lol
Many fans really enjoyed this issue. :D
There are some online reviews of this issue written by Lizzie Bee and Bunny Crafty Dream, saying that the magazine stayed true to its roots and kept the spirit of old school gal.
According to these reviews, this revival issue stuck to the formula of old-school Egg, keeping its overall values of looking stylish and having fun! ✨
Both reviews even mentioned that it features a really great blend of both old-school and newer gal styles!
Lizzie Bee even states that this issue shows “a nice balance between flashy and toned-down makeup” ! ^o^
According to Galture, Egg magazine’s revival was also positively received in Japan, and as a result, a renewed interest among gals and Gen Z in Japan was born!
Their official YouTube channel uploads daily videos that include a variety of content centered around their models. This content includes things like OOTD videos, videos of the girls doing their daily makeup, fun challenges & pranks, events held by Egg, as well as model announcements and other announcements related to the magazine! Egg also has an Instagram account where they post updates about the magazine, and other variety style content in the form of IG reels! Here's a link to their official tiktok as well! The models also have their own social media accounts on places like tiktok, Instagram, and YouTube! ✨
Following the success of Egg’s revival, other popular Gyaru magazines also followed suit!
✨Happie Nuts re-released in 2020 (wikipedia)
✨Koakuma Ageha re-released in 2021 (wikipedia)
If you wanna read more about how the revival of Gyaru was received by gen Z, I'll be writing a future article about that, so definitely check it out!
BTW! I'm including this post is part of an ongoing project I'm working on to build an interactive database about the latest Gyaru trends! Eventually I'd like to be able to fill it up only w/ articles I wrote myself, so please cheer me on as I write more of these. :D
So far 4/6 of the sources are written by me, and the other 2 are Wiki pages.
Thank you for reading and please look forward to more! ^^
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