This paper examines the trends in women’s fashion magazines read by female students (vocational schools, junior colleges, and universities) during a three-year peiod from 2008 through 2010.    Magazines characterized as gyaru-kei (gal style), such as ViVi and JELLY, were more popular among university students and junior college students than they were among vocational school students, while those characterized as mohdo-kei (mode style or high fashion), such as Soen and FUDGE, showed the opposite tendency (p ＜ 0.001). ZIPPER, Sweet, Soup, and PS did not show any significant differences in their popularity among the three types of schools.   The 2010 top ten popular women’s fashion magazines included JELLY and BRENDA (j udai-gyarukei or gal style for teens), Soen and FUDGE ( mohdo-kei ), ViVi ( o-nee-kei or older sister style), Non-no, and Soup. ( nachuraru-kei or natural style), Sweet ( otona-gyaru-kei or gal style for adults), and Zipper ( sutoriito-kei or street style), proving the validity of classifying these magazines into six groups.   Structural equation modeling revealed that the lower a female student’s consciousness of fashion behavior was, the more she preferred magazines characterized as nachuraru-kei, while the higher the consciousness, the more she preferred gyaru-kei magazines.