The magazine for graduated gyaru
SCawaii! is the fashion bible for adult gyaru who have graduated from senior high-school and are at junior college or work part-time. A third of the readers are 18 or 19 years old, the rest are between 20 and 24. SCawaii! offers a mixture of Harajuku and Shibuya styles.
SCawaii! is lovingly called ‘S Cawa’ by its fans.
Gyary who are still in senior high-school are called ko-gyaru (コギャル) from the word ‘kouko’ for senior-highschool and ‘girl’. When they graduate, they become so-gyaru (卒ギャル) from the word ‘sotsugyou’ for ‘graduation’.
SCawaii! has a circulation of 200,000 and is published by Shufu no Tomo which also publishes Shufu no Tomo, Como, Hana*chu, éf, cawaii, GISELe, mina, SCawaii, Yuu Yuu and many other magazines.