Amekaji is a long time staple of gyaruo. While it's most famous evolution in the west is in bright, primary colours and late-2000s Buzz Spunky and Cocolulu, amekaji has been around since gyaruo's inception and manifests in many different ways from subtle muted tones to pops of colour.

In the 2000s, street-style amekaji fashion began to gain popularity and continues even now. For a deeper look into the style, check out Shibukaji.

2004

Men's Egg July issue