Egg is a style magazine for gyaru fashion, distributed in Japan. It features photos of ganguro girls and synopses about what they like or a popular trend. Egg also usually has photos of the newest fashions, where to buy them, latest hairstyles, cell phones, and make up tips. It also has candid photos of ganguro girls on the streets of Japan, similar to Fruits magazine. Egg has its own models which star in every magazine. Related to the declining of Gyaru popularity, the magazine will shut with the last issue on May 31, 2014.
Along with the main monthly issues, Egg also releases special magazine issues. One is a seasonal beauty magazine called "egg's Beauty" which used to be released each year, but is now typically released twice a year in spring and autumn & winter editions. Other special releases include "Manba" which was an issue published in 2004 when Manba was still a big boom in Japan, "Romi & Kana 120%" which was released in 2010 and was dedicated to popular and longstanding Egg models Hiromi Hosoi (referred to as Romihi in the magazine) and Kanako Kawabata's trip to Guam, and the most recent "Flowers" which was released in March 2011, and is described as "Girl's history of egg" which goes through 10 years of the magazine.
Egg typically uses the same models for each issue of the magazine, some of whom have been involved with the magazine for a very long time. Every so often, these "older generation" of models leave the magazine, and newer girls come in. Girls who leave the magazine usually go and model for another fashion magazine, or delve into something different, such as acting, singing or even setting up a clothing line, all of which are popular options. Some girls who leave the magazine return to a normal life outside of the media world and are very rarely seen in the public eye again. Notable Egg models Rumi Itabashi (formally Ringo) and Kaoru Watanabe who were part of the magazine for a long time have since left the magazine and have had children.
Egg usually recruits new models for the magazine while finding girls for "Street Snaps", usually in the famous Center Gai (センター街 Sentā-gai) in Shibuya, Tokyo. This appears in the "Street Groove" section of the magazine which is a mix of random girls and Egg models. After a while of appearing in Street Snaps and small features and sections, girls may debut as more regular and full-time models for the magazine. Models for the magazine have public blogs which are followed by fans, and usually contain aspects of their personal lives as well as things related to the magazine or other career projects.
Egg has a few other counterpart magazines, including one for men called MensEGG, and also one for teenage boys called "Men's Egg Youth". These magazines again have their own models who feature in every issue. Men's Egg has a more grown-up and "rockier" style compared to Egg which mixes both cute and sexy styles, and Men's Egg Youth has a more colourful and extreme style. A sideline from Egg magazine is "EggMgg TV" (pronounced "eggmegg") which is an internet programme hosted by some of the models from Men's Egg. Each episode features different events that may be happening in and around Shibuya, such as magazine parties or brand promotions, and also different topics related to young people such as relationships and dating.