Gyaru is a Japanese fashion subculture for all ages, often associated with gaudy fashion styles, an extreme makeup style and dyed hair. The term gyaru is a Japanese transliteration of the English slang word gal. In Japan, it is used to refer to young women who are cheerful, sociable, and adopt trendy fashions, serving as a stereotype of culture as well as fashion. The fashion subculture was considered to be nonconformist and rebelling against Japanese social and aesthetic standards during a time when women were expected to be housewives and to fit the East Asian, or specifically Japanese beauty standards of pale skin and dark hair. Early in its rise, the gyaru subculture was considered racy, and associated with juvenile delinquency and frivolousness among teenage girls. The term is also associated with 1990s and early 2000s dance and clubbing culture in Japan.