Calling myself a girly-girl is a bit of an understatement. I love all things makeup clothes, fashion and “little girl”. I’m that girl that won’t leave the house without my hair done and often found myself getting teased by friends for bringing a Disney princess bento box to school, at ahem, University…at the age of 22.
So being THAT kind of girl, I’ve dedicated this article to one of my addictions- Japanese gyaru fashion magazines!
So what’s the big deal about Japanese magazines? Well, they do differ from their American counterpart in quite a few ways.
Besides the obvious differences in fashion and language, the whole layout and design is different. Most magazines are very thick and all encompassing, including step-by-step makeup tips that tell girls exactly how to apply lashes or get their hair in the perfect curls or waves. Of course, the latest fashion trends on the streets of Shibuya are a hot item as well as dating and diet tips.
A big part of the magazines are the models featured in them. The same handful of models appear in each magazine. These girls become celebrities , the faces for gyaru fashion, and gain lots of fans. I guess its kind of the same thing as Victoria Secret Angels. Tsubasa Masuwaka would be the equivalent of a Japanese Tyra Banks. She is probably the most famous model, having appeared in Popteen magazine for years as well as having created a makeup lines, Dollywink and Candy Doll, as well as circle lenses called Bambi Princess Mimi. In 2011 she released her first music CD.
Another cool feature about the magazines (and my favorite) is almost all nowadays come with free gifts! Usually it’s a small makeup bag or tote. Because the gifts are attached to/rapped up in the magazines, all magazines are wrapped up in a plastic wrap leaving you unable to take a sneak peak before you buy them. This is a smart move actually on the companies’s part. People have to actually buy the magazine if they want to read it!
There are a lot of blogs on the internet run by non Japanese posting screen caps of EGG and ViVi, Popteen or selling them on Ebay. Japanese bookstores, Book-off and Kinokuniya are located not too far away in Manhattan, NY. They carry all the goods. Most magazines, due to being imported fun from 12-20 USD. Maybe not a buy for every months issue. But if your looking to treat yourself, I say buy one!