Wha is Mori girl fashion/style like? 森ガール


If you’re a Japanese fashion fan, you’ve probably heard the word “Mori Girl”.
Mori Girl is one of the Japanese fashion styles.

“Mori” means “forest”.
So “Mori Girl” means “Forest Girl”.

Even if you know the meaning of the word, you still don’t know exactly what fashion it is, right?

Is “Mori Girl” dressed like a lumberjack?
Clothes that go hiking?
Like Little Red Riding Hood?

The answer is no.

What is “Mori Girl”?

The fashion idea was born in a popular SNS called “Mixi” in early 2000.

The taste of the style is a mix of multiple genres such as “natural”, “bohemian” and “girly”. The colors are often earthy or pastel and the materials often use cotton, hemp, frills, lace, gingham, and embroidery.

In many cases, “Mori Girl” has one-piece dresses or layering styles. The length of the skirt is long, and the silhouette is relaxed on the A-line.

It gives us the impression of a cute atmosphere that seems to like walking with small animals in a forest. However, for example, if coordinating many cute items or having a lot of frills, that will become a lolita fashion, so it is important to keep some “natural” taste.

Origin of “Mori Girl”

The word “Mori Girl” first appeared on a social network called “Mixi” mentioned above. At Mixi, members were able to create a discussion group, like Facebook, to discuss their interests.

One day, Miss Choco posted her coordinates in a fashion discussion group. It was a style with the characteristics described above.

Other members who saw it commented.
“Your style looks like a person living in the forest!”
Of course, it was not dressed like a lumberjack or a red riding hood.
The other members not only agreed with the comment but also liked the coordination.

Since then, the word “Mori Girl” has begun to be used on the SNS.
The word became a hot topic on the Internet and was featured on television and in magazines. In addition, a magazine dedicated to Mori Girl was also published.

Fashion brands like SM2, Wonder Rocket, and SUPER HAKKA actively designed and sold many Mori Girl items. Especially near Koenji and Daikanyama, there were many women wearing Mori Girl fashion, as well as stores that dealt with them.

“Mori Girl” was most popular around 2008.
It wasn’t just limited to clothes, but accessories and interiors with a taste of “Mori Girl” were popular. Many cafes and restaurants also have interiors using items made of natural materials.

But the cycle of fashion trends was fast. The popularity of “Mori Girl” gradually slowed down as the next trend, “Elegance Trends”, began to gain popularity around 2012.

Not only because of the fashion trend but also because women who liked “Mori Girl” became in their 30s. Their age made them reluctant to wear too cute clothes with frills and lace.

Some of the women now like natural taste clothing. And some of them still like “Mori Girl” fashion. They still enjoy it with colors that are slightly less bright, with fewer details or with laces that are simpler than the fashion when it used to be popular.

Rules to become a “Mori Girl”?

One of the magazines dealing with “Mori Girl” had a special feature called “Mori Girl A to Z”. The special feature lists the features of “Mori Girl”.

“Mori Girl” …

likes to wear warm, fluffy and cozy clothes in a natural style.
wears a loose A-line dress or skirt.
likes cameras.
likes handmade items.
likes visiting Zakka stores.
carefully selects clothes and accessories by materials.
chooses clothes with lace, covered buttons, or retro flower prints.
likes leather crossbody bags.
likes to wear flat round toe shoes.
wears a polo neck sweater and a warm scarf or stall in winter.
likes layering that gives warmth and coziness and adds some color to the style.
likes reading fairy tales.
likes sitting in a cafe and enjoying a relaxing time.
has a bobbed hair, slightly wavy, with a fringe.