Mori Girl

Mori Girl(森ガール) also known as Mori-Kei(森系) is a romantic style based around muted colors, natural fabrics, and a general forest maiden aesthetic. The style tribe was named by Choco who started a mixi community in 2006 with a list of attributes that defined Mori Girls.^[1] By 2010, the community had over 38,000 members.^[2]

Mori Girl Attributes

The latest list of Mori Girl attributes written by Choco is still available on the front page of the Mixi community. The list was last updated by Choco on August 1st 2009.^[1]

I like loose-fitting dresses
Usually only wear dresses and skirts
Prefers clothes with a twist rather than simple clothes But I don't like being flashy that much)
Fashion that looks natural, but has a little peculiarity
I want to be particular about the type of materials
I also like ethnic clothing
Wears A-line clothes
I also like dresses that little children wear
I like smock-like dresses and blouses
I don't like full-body sweet fashion
I like deep colors such as Bordeaux, dark green, navy blue, and brown.
Warm colors look good
Short nails are more comfortable
I like fluffy hats made of knit or fur.
I like earmuffs
I like ponchos and boleros
I want to have a leather bag
I end up using a pochette
Prefers gold accessories over silver
Fascination with old things
I like pocket watches
I like loupes and necklaces with large motifs
I like animal motifs
I like sweets motifs
I like checks and dots
I like retro floral patterns
I like lace up/corset lacing details
I like tights and leggings
Shoes are basically flats
I like round toes
If you wear sneakers, wear slip-ons for a loose and cute look
Fabric covered buttons are better than regular buttons
I want to wrap around the muffler and stole
Turtleneck is basic in winter
Like layering
Tighten puff sleeves
Likes fairy tales
Fair complexion
Has a loose perm
Bob x Straight bangs
Straight bangs x long loose perm
Girly
I like Felissimo
I especially like Felissimo brands syrup and sloe
I like the atmosphere of Q-pot. sweets
I like relaxing at cafes
I like to take a walk with my camera in hand
I end up going around grocery stores
A collector who collects things they like
It makes me happy when I find a cute book at the bookstore.
I get excited when I go to a furniture store
I like handmade things
Autumn and winter are the best seasons
I want to go to Northern Europe someday
I want to put teak round
If you wear perfume, the scent of flowers that wafts a little is good
(I admire) a woman that exudes a soft mood
(I long to be) an uncomplicated woman
I have been told that I always am laid back
I think Hagumi Hanamoto of Honey and Clover is a mori girl
Shizuru Satonaka from Tada, Kimi wo Aishiteru is also a Mori Girl
A friend once said to me, "It looks like you're in the forest."

Choco also wrote on the community

"The fashion system has never been clearly delineated in magazines, but if one of my friends said, 'A person who seems to belong in the forest,' everyone would agree" [...] "Mori Girl Fashion is different from Lolita style ( ロリータ系), princess style (姫系), older sister style (お姉さん系), young lady style (お嬢様系), simple natural styles (シンプルナチュラル系) like linen (リンネル), naturala (ナチュリラ), etc., or individuality style (zipper, scissors, etc.)."

Mori means forest, but the forest in Mori Girl style is an olden European forest with cottages, rabbits, bears and trees. Like an old European fairy-tale forest.^[3]

History

While the name Mori Girl can be firmly dated to 2006^[1]^[4], Yoko Ishihara, owner of the clothing store Ouirse et Demi Le Passage in Kobe has stated in an interview that she wore this style prior to the name being assigned to it.^[3] A patron of her shop who is a mother said in the same interview that she took up her own style around the year 2000, however, neither woman described themselves as Mori Girls the shop patron's outfit appears to be more in line with simple natural style than Mori.^[3] Choco also anecdotally started the mixi group because of someone commenting on her outfit, which suggests prior to her naming her own personal style Mori Girl, she was already wearing a specific style.^[3]^[1]