Saturday, March 8, 2025

A Beginner's Guide to Mori Kei (2025 Edition)


It’s 2025. You turn on your computer, and through some streak of luck, stumble across images for a J-fashion style called “Mori Girl”. You’re so excited. This is exactly the kind of fashion you’ve been looking for, and you’re instantly in love.

But tragedy strikes. You go to google for more information and you are instantly inundated with reblogged pinterest photos with no sources, articles of questionable quality from fast fashion brands that seem to say a lot without saying anything meaningful, and blogs that haven’t been updated since 2015 at least.

Has this happened to you? Well fear not! I am here to give you a guide to getting started with mori kei in the years since its decline in popularity.

If you are new to the style and feeling lost, this guide is for you! And if mori is old hat to you, maybe you can find some interesting tidbits here as well.

Let’s get started!

Contents:

Preface: Where is all the mori content? / What is going on with mori in Japan?

If you are just discovering mori in 2025 or later, then I have to inform you of some sad news. Mori is, for all intents and purposes, a dead fashion style. At least in terms of its influence and growth in Japan.

All mori brands, online groups, and street snaps in Japan have completely died out. If Japanese mori girls are still around, they are not posting publicly on social media (not surprising given Japan’s love of privacy), or have transferred to modern iterations of natural fashion, like Natural Kei or mainstream equivalents.

However, mori is never dead as long as the international community keeps it alive! And thankfully, there are always a few mori friends here and there around the world wearing the style.

Sadly, a lot of international people who were once prevalent in the style have left the fashion as well, deleting their internet content when they left. That is what has led to a lack of content on the fashion overall. However, mori content is still around if you know where to look!

What is the history of mori?

I wrote a pretty comprehensive post on this topic here, and you can also check out more information on the mori wiki as well.

A quick version if you are short on time is this: mori girl, also know as mori kei, was created around 2006 in Japan, and exploded in popularity around the world. It faded in popularity in Japan around 2014, with brands and street snaps slowing before disappearing altogether. It had a more recent re-surge in popularity with the rise of cottagecore, which, although a different fashion entirely, has some similar aspects to it.

Useful Links

    How do I get started learning the rules and the fashion?

    Unlike some other J-fashion styles with stricter rules and guidelines, mori is a very loose and free fashion. It’s all about matching the general vibes and silhouette of an outfit.

    There are a handful of things you will see across the fashion to keep in mind, such as:
    • Natural fabrics
    • Loose fit/silhouette
    • Layering
    • Natural colors
    But each of these rules can and will be broken, as mori is highly customizable to your personal preferences.

    It can be daunting at first without a strict checklist to follow (although there is a Japanese checklist that can serve as a starting point on your journey), but my best advice is to read up a bit on the style, find images you like, and build your style off of that. As you learn and expand your wardrobe and outfit making skills, it will get easier with time to make the mori outfit of your dreams!

    Useful Links

      Where can I buy mori clothing?

      Historically, mori has had two main sources of clothes.

      The first and oldest is thrifting. Before mori had any mainstream relevance, mori people only thrifted their clothing. It’s the oldest and most reliable way to find pieces. It takes time, but anyone can do it.

      If you happen to have no thrift shops/bad thrift shops in your area, check out online options like depop, threadup, eBay, etc.

      The other type of clothing is brand pieces. However, mainstream mori brands have all closed their doors. The likelihood of getting your hands on any of their pieces are slim to none. That means your options are basically only replicas on sites like AliExpress and Taobao.

      There are some small brands that sell mori pieces, and you can also look for other similar styles from brands as well. Search terms to look for include:
      • lagenlook
      • boho/bohemian/etc.
      • cottagecore
      • country chic
      All of these are separate styles with their own looks, but many of the pieces sold for them can also work for you!

      Some small brands, specialty shops, modern Japanese brands, and others also sell some mori pieces, some examples include:
      Useful Links

      Where can I find mori resources?

      Well, you are on my blog, so that is a great place to start! But if you’re looking for more options to dig through, here are a few great ones.

      • Mori magazine archive (a collection of magazine scans from mori's most popular days in Japan)
      • Mori kei resources archive (a tumblr archiving any kind of mori resource you could ever want, all in one place)
      • Joining mori communities (see below): You can ask any questions and get feedback from fellow mori folk.

      Is there a mori community?

      Yes! It’s small, but we are still around. These days, most of us are chilling on our own personal media sites, as things like Facebook groups and LiveJournal where we used to come together have fallen out of popularity. (I’m personally on BlueSky and YouTube as forestsandtea, but I know of others on Instagram, tumblr, etc.) But, the main, curated community is discord. There are also smaller communities based around individual creators, so if you like a creator, check to see what social media they are on and follow them there.

      Can I wear mori if I’m (plus-sized/not Japanese/tall/short/masculine/etc.)

      Short answer: Yes. If someone tells you differently, block them and run away. Joking. Kind of.

      Anyone and everyone can wear mori. If it makes you happy, wear it!

      Useful Links

      What kind of things should be cautious of when getting into mori?

      This is a broad thing, and there are caveats and exceptions to each of these points. However, I recommend being cautious of:

      • Any articles from fast fashion brands, J-fashion resellers (like Dolls Kill, etc.), and any information from non-mori community people that does not link sources. In general, look for where their info and images are coming from. Specifically, larger brands have recently started making "mori" articles, but have no idea about the style.
      • Buying from mori brands on Chinese websites like Taoboa and AliExpress. They are often replicas of cheaper quality, and the sizing can be inconsistent. So check reviews, sizing, etc. before you purchase anything!
      • Cottagecore sources on mori. Not all cottagecore folks are guilty of this, but a lot of them have fallen into the trap of "cottagecore = mori", which is quite frankly, false. The two are similar, but not identical.
      Useful Links

        Thank you everyone for taking the time to read this post. 

        For new moris, welcome to the community and we are happy to have you here! Please feel free to ask any questions below that this post may not have covered.

        For old moris, share your favorite sources of inspiration and links down below that I may have missed! (Self promo is welcome as well ;) )

        Until next time, everyone!



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        Thursday, December 5, 2024

        2024 in Review (Mori and more!)

        Hello my deers! This post is a bit different from my normal content, so I want to do a quick explanation of why.

        As mori is no longer an active fashion style, there is only so much content that can be made about it. I've been posting about mori things for years now, and while I don't plan on stopping any time soon, I'd like to diversify my content here a bit, so that I can post more regularly for your all.

        So, that being said, I wanted to do something more mori adjacent, and do a year in review type reflection of things I've enjoyed this year, both mori and not. I hope you can enjoy and find a few things you might like yourself.

        Music

        My taste in music is, as always, very eclectic. However, I did find some new musicians and songs that I really enjoyed this year that have a mori feel to them. So here are a few of my recommendations!

        The Crane Wives

        This band isn't new, but they are new to me. I only really started listening to their extensive catalogue this year, and I've really enjoyed it. Their sound is soft yet powerful, very relaxing and toned down, and has really meaningful lyrics.

        I'd highly recommend anything from them, but a few of my favorites recently have been The Curse, Never Love an Anchor, The Moon Will Sing, and The Hand That Feeds.


        Motion sickness by Phoebe Bridgers

        This song was one of those that got played on tik-toks and reels a while back, and I really enjoyed the sound so I started listening to the whole song. It's melancholy, but overall relaxing. And I really enjoy the soft tones of Bridgers' voice. It's a great casual listen.


        My Body's My Buddy by Tessa Violet and Brye

        Words cannot express how much I love this precious song. It's all about loving yourself and your body, and feels like a warm hug and a therapy session all in one whenever I listen to it. It's been on repeat for me ever since it came out, and I highly recommend it to anyone.


        Last Man on Earth by Anna Bates

        This song isn't actually new, or new to me, but I did rediscover it this year and I forgot how much I enjoyed it. Although it's about an apocalyptic event, it's somehow whimsical and charming in its own way. The music is also just really good.



        Song about America by Olive Klug

        This one is a bit political, but as an American currently really struggling with the state of the world, it really speaks to me. It also has Joni Mitchell vibes, which I love, and a very strong classic folk feel. It's really gotten me through some hard times this year, so I hope it can speak to you too.



        Tiny Habits

        Tiny Habits is a phenomenal group. Their harmonies and soft sound are absolutely breathtaking. I recommend anything by them. My current favorite song is Tiny Things, but I've also really enjoyed One More and their cover of Landslide.

        Games

        I've played a lot of games this year. Most of them are not mori, but I want to talk about my favorites anyways. I'll try to tie them in, but honestly, these are just really good games that I recommend anyone check out.

        I have two categories of games this year, games that consumed my brain, and games that were cozy and fun.

        Brain Worms

        • Baldur’s Gate 3
        Yes, I'm one of those people that was obsessed with Baldur's Gate this year. I had never picked up any game like it before, and I was convinced I wouldn't actually like it. I was wrong. This game was amazing. The stories, the characters, the gameplay, it's all so good. 

        On a "mori" note, the game has some really nice forest locations. And also druids. That's mori, right?

        But really, the game is just a narrative masterpiece. I found myself really connecting with the world and the characters, and really invested in their experiences. 

        It is a bit more graphic than other games I've played, but I still highly recommend it. If you haven't picked it up yet and you are even slightly interested, do it. You won't regret it and it is well worth the price.


        (My original artwork of my Tav character, Isra!)
        • Talos Principle 2
        This game is technically solarpunk, but to be honest, it gives major mori vibes. It almost all takes place outside in these gorgeous nature locations. It was honestly breathtaking. 

        The gameplay is puzzle based, so if you love a good puzzle game, some really fun and interesting characters, beautiful scenery, and some philosophy thrown in for a little spice, then you will really enjoy this game. I picked it up on a whim and it became one of my favorite games I've ever played. Highly recommend it.

        Also, you can pet cats in it. What's not to love?

        • Zelda Tears of the Kingdom
        I know, this one is mainstream and everyone has played it. But man. It's just a really great game. I put so many hours into this game, and I don't regret it for a second. Exploring the landscape, meeting characters, thinking of ingenious ways to skirt around a fight because you're a wimp (maybe that's just me though...) is all so fun. 

        If by some miracle you haven't picked up this game, go ahead and do it. The first time experience of playing it is honestly indescribable. 

        • In Stars and Time
        This game is not mori at all, but I cannot recommend it enough. It's a game about an rpg protagonist, stuck in a time loop. It has some heavy topics about mental health, but it is handled so well and is so impactful. I was on the edge of my seat the entire time, desperate to read every bit of dialogue. And it did not disappoint even for a second. 

        I don't want to spoil the gameplay, as it really is a game best played (or watched) blind. But I can guarantee you, you will have an impactful experience and hear a story you will never forget. Insertdisc5 did an amazing job with this one.


        Cozy and Fun

        • Chants of Sennaar
        This game is like Heaven's Vault lite, and it was super charming and quick to progress through. It has fun challenges and exploration, as you scale a mysterious tower and learn to translate various in game languages. 

        It was fairly short, but very well done. A nice little puzzle game to curl up with.

        • Sonority
        This game is an indie game, and it feels like one. But for what it is, it has some unique puzzle mechanics centered around music, and some nice areas. The language localization was a bit... spotty to say the least, but it didn't distract too much from the gameplay. 

        It was also pretty short, but I had fun playing it and found the puzzles fun but not too challenging. 

        • A Little to the Left
        This game saw a lot of popularity this year, as it should have! It's also a bit short, but it's a really well done puzzle game involving organizing items. It's exactly what it says on the tin, so if you think you would enjoy that, you probably will. And if cleaning in a game sounds awful to you, then you might want to skip this one.

        I personally love organizing, so this game was a blast for me. I found myself returning to it for the daily puzzles over and over! Very cute and relaxing.

        Places I Visited

        I travelled less around Japan this year compared to other years, but I still visited a lot of charming places that I really enjoyed. Here are some of my highlights!

        Nikko

        I've been to Nikko so many times at this point after moving to Tochigi. It's the most famous place in this prefecture, and that's for a reason.

        Nikko is a heritage site, known for it's beautiful and intricate temples. I've been able to visit it in all four seasons, and each is as stunning as the last.

         

        Ashikaga Flower Park

        Ashikaga Flower Park is most known for is Wysteria. I've visited in the peak season, and it truly is magical. But this year I had the chance to visit during a less busy time at rose season. The smell was amazing, and there were literally hundreds of kinds of roses. I'd never seen anything like it before. It was one of the most beautiful places I have ever been.

        Gunma/Mt Akagi

        I had a chance to go to a very Yama Kei place. In fact, a yama kei anime takes place there! A mori character and her yama friends actually climb this mountain, Mt. Akagi, in Encouragement of the Climb.


        I wasn't able to climb the mountain, but I did see some lovely natural sites in and around Mt. Akagi. The area is breathtaking. My best memory was when my brother, visiting me at the time, pulled out his kalimba and played a little tune as we sat at a beautiful overlook. Truly enchanting and a mori girl dream!


        My Hobbies

        I spent a lot of time this year focusing in on my hobbies. Here are a few highlights!

        Artwork

        I drew a lot this year! I completed inktober completely, with full pieces for each day, for the first time. I also started using my art instagram account more regularly, opened a toyhouse account, and completed 3 commissions! My art has improved a lot this year, and for the first time in my life I feel confident and comfortable calling myself an illustrator. 

        Here are a few pieces I liked this year.

        Mireldis from Bella Sara (Commission for Asherah)


        A Tinble (my original species)

        Loop from "In Stars and Time"

        An original creation, Bruna, for an art contest

        Songwriting

        For the first time in a long time, I wrote a new original song! This song is about my heart's home here in Japan, the town where I used to live but had to move from. It's very bittersweet, and all in Japanese. I'm hoping to record it and release it soon on my youtube channel, but that may be something for a later date.

        Writing

        I finished a final draft of my first full novel! It's still not published as of yet, but I am ridiculously proud of it. It's a fantasy novel and I hope to someday release it for everyone to read.

        Game Design

        I started learning game design this year, something I didn't think it was even possible for me to do. But somehow, I'm doing it! I completed my first fully functional demo, and I'm currently working on a full project. It may be years until it sees the light of day, and I'm not ready to share any teasers just yet, but I'm very excited about the progress I've made so far.

        That's all for my year's review. But how about you my deers? What things did you enjoy this year? What are you proud of accomplishing? Where did you visit? I'd love to hear all about your year.



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        Monday, August 26, 2024

        More Bygone Mori Brands

        This post is a continuation of an older post on OG mori brands. Please check out that post as well for more information on mori brand history!

        Hello everyone! Long time no post. I had one of the busiest, and most fun, periods of my life since moving to Japan recently. But things are settling down again and I wanted to make a new post for you all.

        Today, I want to talk about some more bygone mori brands. These brands, while not as influential as those like Wonder Rocket and Cawaii, still had a major impact on mori's image and styling both in Japan and abroad. In fact, many of their brand images still circulate to this day in mori circles! So, let's take a look at a few.

        Sechuna

        Sechuna was a Korean brand that sold J-fashion inspired pieces, often with a natural flare, to a Korean audience. Around 2010, their clothing began to cater towards more fashion more directly, and they grew popular amongst some mori groups. 


        Generally, Sechuna's outfits catered to a more toned down feeling, using less layers and leaning heavily into natural and neutral colors. They also featured shorter hemlines, which set them apart from many other mori brands that favored longer, more modest, silhouettes. 

        An archived version of their website can still be browsed on the wayback machine, but their shop page was shutdown sometime around 2020.


        Goroke

        Goroke is another Korean brand selling J-fashion clothing. This brand is actually still active today! They currently sell natural inspired clothing, some of which could still be used in mori. I recommend checking them out, although I have never personally purchased from them.



        Goroke's mori focused outfits still circle around the internet today. Most notably, their photoshoot with a short haired model, who often wears a knit hat, are often still shared. Their style was neutral, lightly layered, and had cozy fall vibes.

        Their modern clothing is much more toned down, with less of a focus on layering. however, the mori inspirations are still very much evident!


        Crisp

        Crisp is a super famous mori brand, but very hard to find images of. It was mentioned in almost every mori magazine, talked about as the favorite store of many mori girls (including many in Choco's book), and widely known as the place to shop for mori fashion. 

        However, it seems that, unlike other brands at the time that leaned into the mori trend, Crisp never held any mori-catered photo shoots. Instead, pieces from their shops were used in outfits by mori girls and popularity likely spread by word of mouth.

        Today, Crisp is still active, and still sells natural inspired pieces. It's easy to imagine how their brand could have suited mori fashion well. 


        Hope you enjoyed this post, and are enjoying your summer! Stay cool!

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