Mori-kei style

Mori-kei, also called mori girl, is a Japanese style that experienced a peak of popularity on the internet around 2010 and gradually declined, now replaced by other -core aesthetics. However, it is still interesting and quite unusual for us Europeans, so why not dive into it anyway? Mori is characterised by layering, neutral colors, lace and elements we would find in the girly style. It has a bit of natural, a bit of vintage, a bit of girly and a bit of countryside style in it, creating a very unique, feminine and cozy blend.

Personality

Mori is a subculture of sorts (like gothic), and in its homeland it has certain rules about how a Mori woman should behave. It is better not to go into details about them, but it is good to know the picture they paint. Mori girl appreciates things old, natural and with a story. She enjoys reading, drinking tea or coffee with her friends, perhaps gardening and making things with her hands, whether it be cards, vases, crocheted blankets or pictures. She is rather introverted, modest, and has no desire to be the centre of attention. But she is kind and polite, knows how to help and listen. I can imagine such a woman behind the counter of a natural cosmetics store, as a volunteer in a shelter or a teacher in a kindergarten.

As we can see, this vision of living in a cottage, cooking, gardening and sewing is nothing new and not only prevalent in our culture. Before cottage-core took the internet by storm (and, arguably, even centuries before Mori) people were enchanted by this vision of a simpler world and everything that comes with it (minus the physical labor of course).

Appearance

Mori style wearers share a similar youthful appearance with girly style women, they also don’t wear flamboyant clothing, but generally their style is more subdued, in more neutral colors. Mori women also wear long skirts and dresses more often than short ones, but this is not the rule. Mori is very much about layering, natural colors and materials, and typically has more girly cuts – no sexiness. An A-line dress, a long skirt with a lace hem underneath (cotton lace, not the faux kind), simple brown shoes, maybe some so-called “bombers”. The ideal pattern is floral. The whole outfit should look rustic, little messy and cozy.

Not a mori girl? Try another style