✧How Gyaru House Began ✧

“When the world shuts its doors, a new one opens.”

We didn’t plan this.
Not really. One day it just hit us: did we just start a brand?

The truth is, Gyaru House was born from survival, from chasing dreams when everything else seemed to fall apart. Contracts cut. Clients disappearing under the weight of budget cuts. All that was left was what we’ve always carried, our love of fashion, of making and wearing pretty things, and the need to keep creating.

So we said: fuck it, the plot thickens, and took the directors chairs. (Figuratively and physically, thats a whole other blog post)

✧ Taking Power Back

We surveyed what we had.

Itzel—an icon hiding behind long hair, who now has a new chance at life , always stylish, always ready to shine.
Ellie—me—with nails that have always been iconic, designed by my own hands.

I had a dream of a fashion brand long before COVID. But when the world shut down, I had to go back to work. The machines, the supplies, the experience, I had it all, but somewhere along the way, I forgot the plot. I forgot the dream.

Thanks to Itzel, I remembered who I was. And along the way, a cast of characters and interactions reminded me: “If I could just make and wear pretty dresses for the rest of my life, I’d be content and happy.”

I remembered the vendors in the Fashion District where I once interned, the very people who taught me of fabric, trims, and production. Now that district is fading, but when I went back, they were rooting for me, for us, to bring back opportunity and dreams to downtown Los Angeles.

So we decided to take our survival and happiness into our own hands.

• No more letting stress destroy our health.

• No more letting others use our passions against us.

• No more shrinking ourselves to fit corporate molds.

This time we choose fulfilling work from the heart, fashion as rebellion, fashion as healing, fashion as survival.

✧ Why Gyaru?

Gyaru has always been rebellion! a refusal to blend in, a celebration of mood shifts and self expression. Some days we’re sweet and soft, other days we’re bold and brash. We wear the armor we choose.

Our brand takes inspiration not just from Japanese gyaru, but also from Y2K aesthetics, Los Angeles Latinas and fashionistas, who turned sidewalks into runways. Gyaru House will bridges these worlds, bringing together culture, resilience, and sparkle into handmade fashion.

✧ Fashion as Armor

Bill Cunningham once said, “Fashion is the armor to survive the reality of everyday life.”

We feel that in our bones. Fashion isn’t just looks, it’s survival. It’s confidence. It’s resistance. It’s the joy of putting on something that feels like you, even when the world tells you otherwise.

✧ Our Inspirations

Like the girlies in Kamikaze Girls (2004), we fight for our sparkle, our independence, and our community. That movie taught us that being “too much” is actually the most beautiful thing, you don’t have to tone down who you are, you just need to find your people.

That’s what we’re building here. Gyaru House isn’t just about clothes or nails, it’s about creating space. Hosting movie nights, fashion outings, meetups, and sharing the joy of rebellion together. A space for our younger selves who dreamed of this, and for the dreamers still looking for a place to belong.

We’re also inspired by the crossovers we’ve lived:
✧ Y2K aesthetics that taught us to be bold and glossy
✧ Los Angeles Latinas who turned sidewalks into runways with low-rise jeans, hoops, and baby tees
✧ The gyaru icons of Japan who showed us rebellion could be glamorous and communal at the same time

✧ The Community Vision

Gyaru House is more than a brand. It’s a platform to:

✧ Celebrate gyaru subtypes + keep the culture alive

✧ Archive and uplift LA Fashion District vendors

✧ Build a community forum where girlies can share looks, tips, and stories

✧ Create joy through events, outings, and creative rebellion

We’re here to remind each other:
Turn the hallway into a catwalk.
Turn the sidewalk into a runway.
Every day into a photo shoot.

✧ What’s Next

This blog will be more than updates. We’ll be writing about:

✧ The subtypes of gyaru and how they inspire our work
✧ The crossovers between Y2K, LA culture, and gyaru style
✧ Community stories, DIY tips, and creative rebellion

This is a forum, a journal, and a home for girlies and dreamers like us.

The doors are open 🚪welcome to

✧Gyaru House. ✧