Natural Kei

Natural kei is a natural style fashion trend that focuses on oversized clothing, natural fabrics, and natural colors. The style is broad and encompasses many different variations.

This term is often mistakenly used to describe Pink House Style. The style is often confused with Mori Girl and some modern wearers of the style claim natural kei is a less sweet continuation of the style.

## The Name

Natural Kei (ナチュラル系) roughly translates to "natural fashion." The name is used to describe the natural colors, fabrics, and themes the style uses. It is also known as natural fashion (ナチュラルファッション) and natural style (ナチュラルスタイル).

## Fashion Basics

Natural kei style is quite broad, with no clear categories or rules. The style has a lot of freedom for personal style and experimentation, mainly because it pulls from various fashion trends instead of a set aesthetic. However, there are feminine and masculine versions of the style, as well as a mix style that is also popular.

### Clothing

In general, natural kei clothing features a layered, yet simple style. Outifts often use light fabrics, cotton and linen are especially popular. A vintage look is popular for the style, as well as a focus on organic and natural looks. Generally natural colors, or more subdued tones, are important to separate this trend from other popular trends that use similar items.

For the feminine version of the style, things such as lace, floral patterns, chiffon, embroidery, gathers, frills, pastels, pearls, corsages, and other similar things are popular. Long skirts and a-line dresses are also very popular pieces. Overall, the feminine style seeks to create a gentle and soft feel, with a focus on elegance. There is also a heavy use of white in this version of the style.

For the masculine version, a straightforward and simple look is preferred, focusing more on a cool style than cute. It can also include the use of dresses and long skirts, but may more often use baggy pants, such as gaucho pants, other oversized clothing, and men's jackets.

For the mix look, the use of feminine tops with masculine pants is often used, as well as overalls with a girly top.

### Accessories

Natural kei style does not rely heavily on the use of accessories. Round glasses and frilly or colored socks are sometimes used, as well as berets, small french elements, and other hats.  However, there is no real use of jewelry, or handbags, in the style.

### Makeup

Makeup in natural kei varies wildly, however the two common looks are a more "sexy" look with hyper feminine makeup, and a light makeup look. The light makeup look is the most commonly worn style.

## Brands & Magazines

### Brands

A number of brands cater to natural kei style, as the style and natural aesthetic is currently popular in Japan and abroad.

* BEAMS BOY
* Conges Payes
* Earth Music & Ecology
* Evam Eva
* Hug O War
* JOCOMOMOLA
* Jurgen Lehl
* LAURA ASHLEY
* LOWRYS FARM
* MARGARET HOWELL
* Marimekko
* Niko and...
* Nimes
* Orcival
* Sally Scott
* Saintete
* Soleiado
* Tumugu
* Te Chichi

### Magazines

A number of magazines have been known to release issues on natural kei.

* CLUEL
* CYAN
* Fudge
* kiitos.
* KINFOLK
* giorni
* harumi
* LaLaBegin
* n-closet
* nid
* nuComfie
* ONKUL
* Organic Beauty BOOK
* papier
* MARCO Kids
* SENS de MASAKI
* Spring
* Lee
* アンドプレミアム
* 大人のおしゃれ手帖
* 大人のおしゃれに、ほしいもの
* 大人のおしゃれ手帖 増刊
* 大人のおしゃれ手帖 特別編集
* 大人になったら、着たい服
* コットンフレンド
* クシュフル
* ニットマルシェ
* ハナカゴ
* リンネル
* リンネル 増刊
* リンネル 特別編集
* ナチュリラ
* ナチュリラ 別冊
* mini（ミニ）
* 素敵なあの人
* 素敵なあの人 特別編集
* 暮らしと私と北欧と。（旧 LOVE! 北欧）
* 暮らしのおへそ
* 天然生活

## References

1. ↑ 1.0 1.1 1.2 1.3 fujisakiwith. "ナチュラル系がダサい系になってない？ 2018年春のあか抜けコーデ事情." CBK Magazine. March 16, 2018. Retrieved September 15, 2020 from https://magazine.cubki.jp/articles/70149081.html
2. ↑ 2.0 2.1 2.2 2.3 "「ナチュラルファッション」ってなんだろう? 自分に似合う“スタイル”の見つけ方 - What is Natural Fashion? How to find a style that suits you (translated title)." Kinarino. N.d. Retrieved September 15, 2020 from https://kinarino.jp/cat1-%E3%83%95%E3%82%A1%E3%83%83%E3%82%B7%E3%83%A7%E3%83%B3/23194-%E3%80%8C%E3%83%8A%E3%83%81%E3%83%A5%E3%83%A9%E3%83%AB%E3%83%95%E3%82%A1%E3%83%83%E3%82%B7%E3%83%A7%E3%83%B3%E3%80%8D%E3%81%A3%E3%81%A6%E3%81%AA%E3%82%93%E3%81%A0%E3%82%8D%E3%81%86%EF%BC%9F%E8%87%AA%E5%88%86%E3%81%AB%E4%BC%BC%E5%90%88%E3%81%86%E2%80%9C%E3%82%B9%E3%82%BF%E3%82%A4%E3%83%AB%E2%80%9D%E3%81%AE%E8%A6%8B%E3%81%A4%E3%81%91%E6%96%B9
3. ↑ "レディースナチュラルのブランド一覧 - Women's Natural Brand List (translated title)." Brandear. N.d. Retrieved September 16, 2020 from https://auction.brandear.jp/ct/type/ladies/natural
4. ↑ "ナチュラル系 雑誌 ランキング - Natural Kei Magazine Ranking (translated title)." Fujisan. N.d. Retrieved September 15, 2020 from https://www.fujisan.co.jp/cat1211/cat5031/ranking/
5. ↑ "ファッション雑誌ガイド - Fashion Magazine Guide (translated title)." Magazine Date. N.d. Retrieved September 15, 2020 from https://www.magazine-data.com/women-menu/natural.html

For further reading, please see:

* https://fashion.blogmura.com/natural/