Masayuki Ino’s doublet label has collaborated with WISM for a range of ‘gyaru’-themed T-shirts. ‘Gyaru’ is a Japanese subculture that challenges stereotypical notions of femininity through dramatic outfits, hairstyles, and makeup looks, signifying a non-conformist attitude regarding Japanese beauty standards. Deriving from the English word "gal," gyaru fashion often caters to hyperfeminine aesthetics and was significantly popular during the Heisei era in Japan.
The WISM x doublet Shibuya ‘GAL-T’ collection comprises two T-shirt designs adorned with a graphic of multiple gyaru girls inspired by vintage band tees. The gyaru girls are depicted as almost horror-like, with extremely tanned, dramatic makeup that is almost frightful. The T-shirt is a relaxed fit, making it perfect for casual outfits, and is finished with doublet branding above the group of gyaru girls.
Gyaru-Themed Relaxed T-Shirts
WISM x doublet Revives the Japanese Gyaru Aesthetic
Trend Themes
1. Gyaru-themed Fashion - Opportunity to disrupt the fashion industry by challenging traditional beauty standards with unique designs and subculture-inspired fashion.
2. Vintage Band Tee Revival - Opportunity to innovate on retro trends by incorporating bold and dramatic graphics and bringing back iconic merchandise designs.
3. Non-conformist Attitude - Opportunity to cater to a market that values individuality and expression by offering fashion that challenges conventional beauty norms.
Industry Implications
1. Fashion - The fashion industry can draw inspiration from subcultures such as gyaru fashion to explore new styles and designs that cater to diverse audiences.
2. Merchandise - The repurposing of vintage band tee designs and the incorporation of distinctive graphics offer opportunities for growth within the merchandise industry.
3. Cosmetics - The unique and dramatic makeup looks often associated with gyaru fashion could inspire makeup artists and cosmetic companies to venture into bolder and unconventional beauty aesthetics.