What is Amekaji?
Amekaji, or 'American Casual', is a substyle that focuses on the use of bright and colorful in makeup and co*des. Think oldschool Americana mixed with some 90s styles. It's a super comfortable and casual style.
☆ Bold and brightly colored prints
☆ Cute patterns and slogan tees
☆ Baseball caps and beanies
☆ Jeans, shorts and skirts. Dresses were later added in with layering under hoodies
☆ Colorful gyaru makeup
☆ Tan is optional. As time went along, gals opted out on this detail.
☆ Hair is often bleached to various shades of blonde.
Note: An option that changed and soon all hair colors were done.
☆ Sneakers, small heels and sometimes boots
☆ Notable brands are Blue Moon Blue, COCOLULU, marpleQ and SBY
Now for the other style I mentioned:
What is Haady?
Haady was a substyle started around 2007 and had this wild mix of what was gyaru, British punk, American rock with some hip-hop patterns and wild colors. The name Haady comes from the Japanese word 派手 (hade) meaning flashy. So that makes a bit of sense!
It's also important to note that it was ex-EGG model Kaoru Watanabe (who also helped establish the brand JSG [Japanese Super Girl]) who created this style.
☆ Bright, colorful, lots of neon, lots of patterns
☆ No natural colors but black is usually the base
☆ Makeup for the entire face is more colorful and brighter than any other substyle
☆ Lots of stars, stripes, polka-dots, skulls, check prints, color blocks
☆ Style was originally more sexy and tight-fitting before later becoming looser and fluffier
☆ Footwear can be whatever you choose
☆ Layering is key
☆ Hair colors could be just about anything (the wilder the better)
☆ Notable brands are JSG, Galaxxxy (also created by Kaoru), early Tutuha, LDS