Nope Girl was a women’s streetwear brand offered by yutori, a Japanese apparel company. Sales began in October 2021. Against the backdrop of the revival of Heisei-era gyaru culture, the brand proposed Y2K fashion and street style. According to materials from its operator, its concept was “what appeals to oneself rather than others,” and it developed a “Reiwa gyaru” style that incorporated elements of Heisei-era gyaru culture into contemporary fashion. It was positioned within yutori’s teen culture segment.
Concept
What appeals to oneself rather than others