Erokawa is a style that emerged in 2005 and was popularized by Koda Kumi. The term has been used as far back as 2001 but it wasn't until Koda Kumi popularized it. Although erokawa is not solely a gyaru substyle, it has greatly influenced gyaru fashion in the mid to late 2000's. The style incorporates lingerie into everyday fashion. The Erokawa trend also became a feminist fashion movement by encouraging women of all ages to be themselves.