Mori Girl (森ガール) is a fairly new style, compared to other longstanding Japanese fashions such as Lolita. However, this style has gained a firm place within the Japanese fashion community as a well-recognized style.
This style is considered a natural fashion, being centered around natural themes and a love of the forest. Mori has a cheerful, calm and simple aesthetic.
Mori may or may not be considered an inactive style, depending on what criteria is assigned to an "inactive style". In Japan, it is almost non-existent, with most brands now being shut down, and it no longer has a presence in street fashion. However, the style still holds a considerable following abroad. 
The name "mori girl" or "森ガール" translates roughly to "forest girl". "森" (mori) meaning forest, and "ガール" (girl) obviously meaning girl. 
Mori Girl, self-described as 'forest girls', is a style reminiscent of a forest lifestyle - loose, light and airy clothing, layered with warm, bulky sweaters and scarves and tough boots for navigating the wilderness. Natural materials like cotton, linen, leather and wool reign supreme, although other materials are also sometimes utilized. 
The style contains mostly neutral shades, such as offwhite, beiges and browns. Earth tones are a mori girl's best friend. Outfits usually use beige as a base, but brown or tan based coords are also popular. Earthy greens, rose pink, and rich browns are the most common accent colors, but other colors reminiscent of other things found in nature, such as floral colors, or blues, can also be used. Regardless of what color scheme is chosen, it is important for the colors to look natural - the colors are meant to reflect the forest itself. Therefore, bright colors such as neons, and loud patterns like animal prints or bold stripes or florals and other similar patterns, are discouraged.
Mori is an interesting balance of ruggedness and delicacy: worn leather mixed with finely crocheted lace. Every outfit lands somewhere different along the spectrum, so how far it tips from one side to the other all depends on the wearer's own preferences for their wardrobe.
Hair and MakeupEdit
Hairstyles in mori girl are typically long, loose and flowing, but can also be shorter and vary widely. Braids are very common, again, typically loose and a bit messy looking. Bobs are fairly common as well. Short pixie cuts are quite popular for mori girls outside of Japan, to hint at a sort of forest faerie look, and also saw a small surge in popularity in Japan for a time. If there's any rule about hairstyles in mori, it's to keep it carefree and natural, and if it ends up a little messy, all the better.
Obviously, natural hair colors are the most common in a style based around nature, but dyed hair colors can be seen too. Softer synthetic colors are best, such as light pink, or natural colors, such as forest green.
If there's a Japanese style made for barefaced girls, mori girl is it. A classic mori look includes very little makeup: a little blush on the cheeks, maybe a light gloss on the lips, and foundation are staples. Although more over-the-top makeup looks can be acceptable, generally the lighter look is best.
The most common accessory in mori girl would by far be scarves; big, chunky, knitted scarves wrapped all the way around the neck are an archetype if there ever would be one. Other popular accessories are flowers in your hair, golden, rustic jewelry with nature themes, fingerless gloves, straw baskets, straw hats, and anything with lace.
Brown hiking boots are the most common footwear in mori girl. However, there are many other types, which vary widely. If there is any rule at all in mori girl footwear it is this: function over fashion. Mori girl is a very widely varying style, but high stiletto heels may be one of the few things that it doesn't include.
The Name Change: Mori KeiEdit
Mori Girl made the move to the more inclusive name "mori kei" sometime around 2012. Although it is still also known and recognized as mori girl, mori kei was deemed a more accepted term for those who did not identify as "girl" who wear and enjoy the style. This move was preceded by a growth in the mori boy subculture, and the change has since seen many non-binary and other gender identities join the style. 
Brands & ShopsEdit
Mori kei is a style that is not reliant on brands and was mostly conceived outside of brand influence. However, some brands were influential in shaping the style after it took off.
Most popular mori brands have since been shut down with the decline in popularity of the style, however, there are a some still active, and many brands that still have an archived online presence.
- Wonder Rocket (closed sometime in 2016-2017): Article One , Article Two, Article Three
- Dear Li
- Earth, Music & Ecology
Sister Styles Edit
Mori kei is considered to have several sister styles that are closely connected to the fashion. Some are considered substyles as well as sister styles, while others are their own more established fashions.
- Information from various mori girls, and the still-active presence of mori girls on Facebook (International Mori Fashion and Lifestyle group) and other social media like Instagram, Tumblr, and discord.
- idontknowmuchbutimlearning: An introduction to Mori Kei, and moricupcake: What is a Mori Girl?
- idontknowmuchbutimlearning and moricupcake Cont., and blushingrabbit: Mori Girl - How to start?, Naomi and Doll: Be One With The Forest: Mori Girl, Deer-Lightful Forest: So What Exactly is Mori Kei?, and Moss Marchen: what is mori girl?
- idontknowmuchbutimlearning Cont.
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