Splitting from gyaru
Out of gyaru culture, a direction that dressed like a princess separated off.
Origin/JapanCountry
Where it began
Japan in the 2000s. Out of gyaru culture, a direction that dressed like a princess separated off. Magazines and shops raised it together and the name stuck.
How it spread
It took a different road from agejo, the grown, sultry branch of gyaru. Hime kei pushed girlish cuteness to its maximum; built-up hair and bows became its mark.
How to recognise it
White and pink as the ground. Exaggerated bows, rhinestone and lace trim, a crown-shaped headband. Long lace socks or over-knee boots. Hair in hime curls with bows at the crown and sides.
What it costs
A dress runs ¥6,000–20,000. The number of small pieces changes the look more than the clothes do, so bows and headbands are the efficient first buy.
Timeline
Era
early 2000s – now
Price range
¥3,000–25,000
Dominant
Rising
Key brands
Jesus Diamante · Ank Rouge · Swankiss · Emily Temple cute · axes femme
Headings are written in the language of the style's place of origin.