Mori Kei Fashion: Where Nature and Old Trends Meet in Artistic Harmony

Are you fed up with the same repetitive fashion fads that come and go quicker than the changing seasons? Do you long for something more in touch with nature, more peaceful, and deeply connected to the beauty of the world around us? If so, it’s time to step into the magical realm of Mori Kei.

Mori Kei fashion, often referred to as “forest girl” style, is all about rekindling a bond with nature and expressing oneself through loose-fitting garments and natural textures. With its flowing shapes, this Japanese fashion trend has woven its way through the worlds of art and fashion.

What is Mori Kei?

The term “Mori Kei” comes from the Japanese words “mori,” which means “forest,” and “kei,” which translates to “style.” Those who embrace this trend, known as “Mori girls” or “forest girls,” are a group of people who celebrate the beauty of the natural world through their fashion choices and artistic pursuits.

Mori Kei fashion is characterized by a relaxed, nature-inspired look. It gained significant popularity in Japan between 2005 and 2012. The clothing is typically loose and made from natural materials such as cotton, wool, and linen. The color palette leans toward muted, earthy tones, with browns, greens, and grays being the most common.

Beyond just fashion, Mori Kei has also left its mark on the art world. From delicate flower arrangements to handcrafted pottery, the essence of the forest is captured in works inspired by this trend. Natural materials like wood, stone, and clay are frequently used in these stunning creations.

In Japan, Mori Kei was more than a fashion trend—it was a cultural movement that emphasized a deep connection to nature and the importance of living in harmony with the environment.

Mori Kei Magazines

If you’re a fan looking to delve into the history of Mori Kei fashion, you’ll be pleased to know that there are several magazines dedicated to this unique style. These publications offer a wealth of information and inspiration, covering everything from fashion advice to hair and makeup tutorials.

Choco’s Fashion Book

Choco’s Fashion Book is a well-known Japanese fashion magazine that first hit the shelves in 2006. It was created by a girl named Choco (also known as Coco), one of the founders of the Mori Kei style. The magazine provides fashion tips, lifestyle guidance, and even DIY projects for those who want to fully immerse themselves in the Mori Girl aesthetic.

Naturela

Naturela magazine is a pioneering publication for adult lovers of natural fashion, established around 2007. Published twice a year by Housewives’ Community, it focuses on natural dressing for adults and features stylish individuals on the street from the perspective of “lovers of miscellaneous goods.” Since its inception, Naturela has stuck to its concept of “fashion suitable for life” and consistently shares the latest in natural fashion.

Mori Girl (森ガｰﾙ) Papier

Mori Girl Papier was a beloved magazine among Mori Kei enthusiasts. The word “Papier,” which means “paper” in French, reflects its focus on content that is light, airy, and delicate. The magazine was in circulation only from 2009 to 2012, but it was packed with everything Mori Girls loved: fashion ideas, lifestyle tips, snapshots, and surveys. It was a treasure trove of inspiration, featuring beautiful photography, DIY projects, and interviews with popular Mori Girl influencers.

Mori Kei Fashion Brands

If you want to embody the spirit of a forest girl, it’s essential to know where to find Mori Kei clothing. Since this style is quite unique, not just any brand will do—you need to seek out those that truly embody the Mori Kei ethos.

Samansa Mos2

Samansa Mos2 is one of the leading Mori Kei fashion brands. It promotes the values of “fun, gentleness, and comfort” and offers a range of comfortable fashion items that evoke a sense of natural warmth. This brand is extremely popular among forest girls. However, an English version of their official website is not available, so if you can navigate Japanese, SM2 is a fantastic choice.

Axes Femme

Axes Femme is a well-known women’s clothing brand in Japan. Its name comes from the French words “axes” (meaning “axis”) and “femme” (meaning “woman”). The brand caters to cute, stylish adult women who appreciate vintage, feminine, and nostalgic styles with a touch of luxury in the details. It has collaborated with numerous Japanese fashion magazines, including “spring,” “steady,” and “mina,” and has been at the forefront of women’s fashion trends. Additionally, Axes Femme has an English-language global online store.

45R

45R is a Japanese fashion brand founded in 1978, renowned for its commitment to preserving the beauty of nostalgia and exquisite craftsmanship. In Japan, it’s a tradition for parents to pass down beautiful items like kimonos to their children, and similarly, every 45R garment has a unique, vintage feel from the very first wear. The brand’s appeal extends beyond Japan, with stores in major cities such as New York, Paris, and Hong Kong. In 2012, 45R opened its first forest-themed concept store in Beijing, perfectly capturing the essence of nature.

NO!Jeans

NO!Jeans specializes in vibrant and playful sweater and hat designs. The brand takes pride in its origins in the 1980s and has been revived to cater to sophisticated lovers of natural styles. Every detail of their designs is meticulously crafted, from custom buttons and patchwork to high-quality embroidery. And let’s not overlook their iconic NO! lapel pin, which adds an extra dash of personality to every outfit.

Why Did Mori Kei Fashion Decline?

In recent years, the popularity of Mori Kei clothing has waned. What caused this shift?

One factor is the rapid changes in Japanese society. Japan is known for its fast-paced lifestyle and a fondness for the latest trends, so the slower, more laid-back vibe of Mori Kei may not resonate as strongly with the younger generation as it once did. Additionally, modern social media trends move at an incredibly fast pace, meaning people quickly grow tired of seeing the same styles on their feeds.

Furthermore, the Mori Kei trend emerged during an economic recession in Japan. Its popularity may have been tied to a desire to return to a simpler, more traditional way of life. But as the Japanese economy recovered, the appeal of this anti-consumerist fashion style may have diminished.

Another reason could be the fashion industry’s constant need to churn out new trends. Let’s be honest: Mori Kei isn’t the easiest trend to pull off. Creating a cohesive Mori outfit requires a certain level of fashion sense and creativity, and not everyone has the time or energy for that. As a result, Mori Kei struggled to stay competitive in the ever-changing fashion world.

Plus, as the world became more politically charged, dressing like a forest fairy might have seemed trivial to some.

Despite its decline in popularity, Mori Kei fashion still has dedicated followers who continue to incorporate its aesthetics into their wardrobes. It will always hold a special place in our hearts (and on our Pinterest boards). Who knows? Maybe one day it will make a comeback, and we’ll all be frolicking through the forest once again.

Final Words

We’ve come to the end of our journey through Mori Kei fashion. I hope you feel inspired to embrace your inner woodland spirit and wander through fields of daisies in Mori Kei clothing.

If you’re seeking more Mori Kei inspiration, be sure to check out the wonderful magazines and fashion brands we’ve mentioned. You might even become the next big Mori Kei influencer!