Mori Kei Fashion

森ガール

*This page is dedicated to the basics of mori fashion. For history in Japan or abroad, or lifestyle, please see the respective pages.*

## What is Mori Girl?

Mori girl is a J-Fashion style created in 2007. The style was formed as a counter style to the many hyper-girly fashion styles that were popular at the time. This style is considered a natural fashion, being centered around natural themes and a love of the forest.  Mori has a cheerful, calm and simple aesthetic.

## The Name

The name "mori girl" or "森ガール" translates roughly to "forest girl". "森" (mori) meaning forest, and "ガール" (girl) obviously meaning girl.

Mori girl fashion is also known by other names, such as simply "mori" and "mori kei" or "森系" (kei meaning loosely fashion style).

Currently, the style is mostly referred to as mori or mori kei in international circles. This move was made to make the style more inclusive to those of varying identities.

## Classic Fashion Basics

### Clothing

Mori girl, self-described as 'forest girls', is a style reminiscent of a forest lifestyle - loose, light and airy clothing, layered with warm, bulky sweaters and scarves and tough boots for navigating the wilderness. Natural materials like cotton, linen, leather and wool reign supreme, although other materials are also sometimes utilized.

The style contains mostly neutral shades, such as off-white, beiges and browns. Earth tones are a mori girl's best friend. Outfits usually use beige as a base, but brown or tan based coordinates are also popular. Earthy greens, rose pink, and rich browns are the most common accent colors, but other colors reminiscent of other things found in nature, such as floral colors, or blues, can also be used. Regardless of what color scheme is chosen, it is important for the colors to look natural - the colors are meant to reflect the forest itself. Therefore, bright colors such as neons, and loud patterns like animal prints or bold stripes and other similar patterns, are discouraged. However, patterns can be used in mori kei, such as natural floral patterns, patchwork, and polka dots.

Mori is an interesting balance of ruggedness and delicacy: worn leather mixed with finely crocheted lace. Every outfit lands somewhere different along the spectrum, so how far it tips from one side to the other all depends on the wearer's own preferences for their wardrobe.

Source: TokyoFashionSource: TokyoFashionSource: TokyoFashionSource: Tokyo FashionSource: TokyoFashionSource: UnknownSource: Dear LiSource: Mori Girl Lesson, PopoyansSource: Dear LiSource: Unknown
### Hair and Makeup

Hairstyles in mori girl are typically long, loose and flowing, but can also be shorter and vary widely. Braids are very common, again, typically loose and a bit messy looking. Bobs are fairly common as well. Short pixie cuts are quite popular for mori girls outside of Japan, to hint at a sort of forest faerie look, and also saw a small surge in popularity in Japan for a time. If there's any rule about hairstyles in mori, it is to keep it carefree and natural, and if it ends up a little messy, all the better.

Obviously, natural hair colors are the most common in a style based around nature, but dyed hair colors can be seen too. Softer synthetic colors are best, such as light pink, or natural colors, such as forest green.

If there's a Japanese style made for barefaced girls, mori girl is it. A classic mori look includes very little makeup: a little blush on the cheeks, maybe a light gloss on the lips, and foundation are staples. Although more over-the-top makeup looks can be acceptable, generally the lighter look is best.

Source: UnknownSource: Mori Girl Hair and MakeupSource: Mori Girl Hair and Makeup
### Accessories

The most common accessory in mori girl would by far be scarves; big, chunky, knitted scarves wrapped all the way around the neck are an archetype if there ever would be one. Other popular accessories are flowers in your hair, golden, rustic jewelry with nature themes, fingerless gloves, straw baskets, straw hats, and anything with lace.

Brown hiking boots are the most common footwear in mori girl. However, there are many other types, which vary widely. If there is any rule at all in mori girl footwear it is this: function over fashion. Mori girl is a very widely varying style, but high stiletto heels may be one of the few things that it doesn't include.

Source: UnknownSource: UnknownSource: UnknownSource: UnknownSource: UnknownSource: UnknownSource: UnknownSource: UnknownSource: Unknown
## Variations

### Magazines

In various magazines, mori fashion was more bold. This variation of the style featured darker and brighter colors, including jewel tones, earth tones, and even some pastels. It also featured less layers, and bolder patterns.

Mori Girl Lesson 5Mori Girl Lesson 2Mori Girl Lesson Coordinate
### Street Style

Street style and street snaps of mori kei tend to cater to a very specific aesthetic. This version of the style is usually hyper focused on white and cream colored outfits. It also usually features an often excessive amount of layers, with lots of lace and ruffles.

Other unique aspects are the inclusion of more trendy, J-fashion items. For example, rocking horse shoes or sickly-cute makeup styles were sometimes seen in this variation.

Source: TokyoFashionSource: TokyoFashion
### Substyles and Sister Styles

A number of Substyles and Similar Styles to mori kei exist, both in Japan and abroad. You can check out these styles on their respective pages.

Dark Mori Style (Credit: Mai Magi)Mori Boy (Credit: Style Arena)Hama Kei (Credit: Unknown Brand)Yama Kei (Credit: Unknown Magazine)Mori Lolita (Credit: Unknown)Pink House/Natural Kei (Credit: White Clover Magazine)Mori Gyaru (Credit: Unknown Magazine)
## Gallery

Choco's Mori Girl BookChoco's Mori Girl BookSpoonSource: UnknownStreet SnapNTH Magazine
## References

1. ↑ 1.0 1.1 1.2 Asahi Sato. "森ガールとは。コーデの特徴とブランド【イラストで解説】(What is Mori Girl? Features, Brands, and Coordinates. - Translated Title)." マイナビ (MyNavi.) August 28, 2019. Retrieved September 9, 2020 from https://woman.mynavi.jp/article/190828-8/
2. ↑ 2.0 2.1 2.2 2.3 "An Introduction to Mori Kei." idontknowmuchbutimlearning. September 27, 2017. Retrieved September 9, 2020 from https://idontknowmuchbutimlearning.blogspot.com/2017/09/an-introduction-to-mori-kei.html
3. ↑ 3.0 3.1 "Who are the mori girls?" Mori Girl. October 10, 2009. Retrieved September 9, 2020 from http://morigirl.blogspot.com/2009/10/who-are-mori-girls.html
4. ↑ 4.0 4.1 4.2 "Guide to Mori Kei {Forest girl style}." Dear Miss Kellie. October 22, 2013. Retrieved September 9, 2020 from http://dearmisskellie.blogspot.com/2013/10/guide-to-mori-kei-forest-girl-style.html
5. ↑ "what is mori girl?" Moss Marchen. August 2012. Retrieved September 10, 2020 from https://web.archive.org/web/20200220141914/http://mossmarchen.blogspot.com/p/morigirl-fashion.html
6. ↑ "森ガール." Wikipedia. May 29, 2019. Retrieved September 10, 2020 from https://ja.wikipedia.org/wiki/%E6%A3%AE%E3%82%AC%E3%83%BC%E3%83%AB
7. ↑ "Mori Girl Tag." Tokyo Fashion. Retrieved September 9, 2020 from http://tokyofashion.com/tag/mori-girl/