When Mori Girl first appeared on the scene, I must admit that I was charmed by the soft, sweet, natural look of the Mori Girl, but I felt it difficult to replicate such a unique style with all its little details. I was never good with accessories, and I felt that to be a perfect Mori Girl, the accessories matter.
Before I continue on about Mori Girl style, let me explain what is Mori Girl.
Mori Girl seemed to have started in 2007, although for me, I only noticed it in late 2009.
Mori(森) means Forest, and Mori Girls are dressed as though they live in the forest! It’s a very ‘earthy’ natural kind of look.

What appealed to me is actually not the things they wear (they do remind me of Dolly kei, just that Mori Girls are more specific ‘dolls’. Haha!), but their simple, relaxed, happy lifestyle!
As quoted from this pretty blog about Mori Girls, “Mori Girls choose to live their lives on their own terms, stopping to appreciate the little things that others overlook amidst the hustle and bustle of daily life.”
And from wikiHow, “Mori Girls intakes the world by their hands as they enjoy drinking tea and exchanging clothes with friends, traveling by plane, bicycle, or just walking. They have an eye for European culture like in Ireland, France, and Germany. Mori Girls are also fascinated by taking pictures. Although shy, they are sweet young ladies with proper manners and a lovely style.”
Mori Girls are often dressed in earth colours, and are usually covered from head to toe in soft, cushy knit hats or fur caps; wrapped in warm scarves; layered in one-piece dresses and long skirts; wear tights and pretty leggings; have the loveliest footwear; and deck themselves in vintage accessories usually gold in colour.

Their hairstyles and makeup also portray a pretty and natural girly look. You can go the Yu Aoi way, with long straight black hair, and face almost free from makeup. The point is to look clean and bright.

Yu Aoi
Or you can go another way with cute short bangs and a short bob cut/ short softly-curled hair/ long straight hair/ long hair with soft curls/ long curly hair. These girls usually emphasize makeup on their eyes and cheeks. They have beautiful lashes and rosy pink cheeks. It’s a very cute look and I think it rather suits Japanese girls with fair skin!

Mori Girls also appear to like chilling out at cafes, crafting, shopping for zakka, taking pictures, reading storybooks (particularly fairytales) and strolling in beautiful places.
Their lifestyle seems lovely, but I wonder if it can be really done. I like how they aim to enjoy life, and at the same time, take good care of the Earth and appreciate every tiny thing that Mother Nature offers.
The room interiors of Mori Girls that I happen to find on the internet sometimes are also lovely like the girls themselves! There’s a Scandinavian feel to a typical Mori Girl room. I just love it! It’s simple and clean and bright and just really welcoming. How I wish to have a room like that!
Would you want to try Mori Girl style? In fact, what do you think of Mori Girls? I find that it might be difficult for this trend to really catch on. But more than just a trend, I think this is a lifestyle and way of thinking. I really like the idea though. I’ve always liked the idea of living a natural way in a forest with all the lovely forest animals, though I understand that this is a too-idealistic description of the forest. Haha!
Kirin’s opinion:
Thank you Apple for another interesting post!
Mori Girl has been definitely one of the most popular fashion styles in recent years over here in Tokyo. I think its natural and relaxed look is supported both by men and women. As for myself I don’t dress like this but I’ve never been uncomfortable when I see Mori Girls. Their impressions are good as well. Are Mori Girls only for women? I wonder if I’ve ever seen Mori Boys by the way. There are both Gyaru and Gyaruo (male version of Gyaru) so I wouldn’t be surprised if I see a Mori Boy someday. (lol) Hey Apple, don’t you think the Hattifnatte cafe is suited for Mori Girls?