Japanese Fashion - Kogals

Kogals (kogyaru in engrish, lit. "small/child girl" from KoGirl) are a subculture of girls and young women in urban Japan, one of several types of so-called gals. They are characterized by conspicuously displaying their disposable incomes through unique tastes in fashion, music, and social activity. In general, the kogal "look" roughly approximates a sun-tanned California Valley girl, and indeed, the similarities between the two extend to the linguistic, for both subcultures have derived entire sets of slang terms ("ko-gyaru-go").

Kogals are known for wearing platform boots, a miniskirt, copious amounts of makeup, hair coloring (usually blond), artificial suntans, and designer accessories. If in school uniform, the look typically includes skirts pinned very high and loose socks (large baggy socks that go up to the knee). Kogals' busy social lives and desire for new material goods leads them to be among the first consumers of Japanese cell phone technology, and their taste in clothes tends toward names such as Burberry scarves and Louis Vuitton handbags.

Kogals spend much of their free time (and their fathers' income) shopping, and their culture centers around the Shibuya district of Tokyo, in particular the 109 building, although any major Japanese city is sure to have at least a small population. During the summer, kogals may sometimes be seen at the beach. They are generally not seen in high-end department stores.

Critics of the Kogal subculture decry its materialism as reflecting a larger psychological or spiritual emptiness in modern Japanese life. Some kogals support their lifestyle with allowances from wealthy parents, living a "freeter" or "parasite single" existence that grates against traditional principles of duty and industry. A small minority appear in pornography to finance their habits. More may engage in the practice of "compensated dating", or enjo kosai, which may at times border on quasi-legal prostitution.

The kogal phenomenon emerged in the mid-1990s and its effects can still be seen today in its numerous off-shoots of sub-categories, although conservative tastes in dress and hair color seem to be on the upswing. Interestingly enough, the Gothic Lolita aesthetic has been described as a reaction to the kogal look.