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An archived version of their website can still be browsed on the wayback machine, but their shop page was shutdown sometime around 2020.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

Mori Magazines: Mori Girl Lessons

Throughout its popularity in Japan and Harajuku fashion communities, mori kei has often, like many other of its fellow J-fashion styles, been featured in magazines. Similar to other fashions, it has also had its own unique magazine series produced. Although all of these have since concluded, they remain a popular source for mori inspiration.

Today, I want to introduce you to one of these such magazines, the Mori Girl Lessons.

Publisher

The Mori Girl Lessons were a series of magazines catered directly to mori fashion, published by Takarajimasha. The company has published many fashion magazines over the years, such as MILK. I still often see their magazines in stores here in Japan.

The company delved into the mori world in the early 2010s, producing 6 known issues of their mori style guides, known as "Mori Girl Lessons."

Contents

The Mori Girl Lessons featured a wide variety of contents, from clothes, to hair, to makeup, and even celebrity features!

The magazines covered a wide variety of themes, but a few unique themes to the magazine included all white and creme coordinates, more colorful coordinates featuring darker colors and gem tones, and outfits with minimal layers. Many colorful images of mori coordinates that circle around on the internet have come out of Mori Girl Lesson publications.

Classic Images

Several classic and widely circulated mori images were produced in the Mori Girl Lessons. Some notable examples include the magazine cover photos, the classic image of a mori girl reading in the forest, and the pastel blue shoot. 

Outfit Shots

Of course, the magazines also featured many outfit photos, showcasing various mori coordinates. Most often, the outfits featured many layered skirts and dresses. But the publication also included various pants coordinates and more toned-down looks with fewer layers.

Brand Features

(Left: marble SUD, Right: Earth Music & Ecology, Top: Q-pot and KOOS)

Like most fashion magazines, Mori Girl Lessons had feature spreads to various brands that catered to the mori aesthetic. Some were more mainstream recognizable brands like Earth Music & Ecology, but others were more niche brands found only in Harajuku.

Each spread would showcase various items of clothing or accessories, with pricing and descriptions. Occasionally, household goods with a mori vibe were featured as well.

Hair and Makeup Tutorials

Another key feature of J-fashion magazines is always the hair and makeup sections. Mori Girl Lessons predictably showcased soft natural looks, such as braided hairstyles, and light makeup looks. 

Celebrity Features

(Left: MEG, Right: Popoyans)

A unique feature of the Mori Girl Lessons was its inclusion of various mori "celebrities". For example, the musical duo Popoyans was featured as models in an issue, and the well-known mori model MEG was also featured.

In addition to larger celebrities, they also had spreads interviewing staff of various mori girl catered shops, such as the now defunct store "flower". These spreads would have recommendations from the staff, and occasionally outfit photos from them as well.

As always, we have scans of the mori girl magazines on the mori magazine scan archive! Please feel free to check them out and enjoy these lovely magazines for yourself.

Check out other posts in this series!

COMING SOON

Biblioethica January Prompt: Wishin' and Dreamin'

As always, I am squeezing my post for this months prompt in last minute! But this prompt, all about wishes, made me think of my own mori wishlist! So I wanted to share some mori things I hope to do someday, or was able to complete!

Have Done:

˚✩‧ Own a mori magazine

I was able to complete this dream after I moved to Japan! Mori magazines are available cheap here from used book sellers online. I bought a ton and now own most of the most popular ones.

˚✩‧ Own Choco's Book

For the same reason, I was able to purchase Choco's book when I moved to Japan. It was so cool to hold one of the things that started it all in my hands. It's definitely one of my most treasured mori possessions.
 

˚✩‧ Knit my own shawl

Ever since I knew of mori, I oohed and ahhed over images of cute coordinates featuring shawls, and always wanted to buy or make one. I taught myself to knit, and after a lot of failures, finally was able to knit my own shawl! It's still one of my favorite pieces in my wardrobe and I wear it constantly.

˚✩‧ Own a Popoyans CDs

Popoyans have been one of my favorite musical groups of all time since I first discovered them. The fact that they also wore mori is just a plus! Even as music moves digital, I always want to own physical copies of albums by my favorite artists. Since Popoyans is so obscure, it was especially important for me to own a copy of their music, since it could easily become lost media at any time. I own both of their released CDs, and I treasure them dearly.

Want To Do:

˚✩‧ Go to a mori meet up

It's every mori person's dream, right? To go to a gathering of other mori folks, and sip tea together at a cute cafe, and maybe go on a nature walk? Sounds like a dream! Unfortunately, I lived in an area of the US with no other mori friends, and now I live in Japan where the fashion is dead. Although I've met a few mori friends in person over the years, and been to a few online meet-ups, I've still never been to a physical meet-up. I'll never give up hoping though! Maybe someday in the future I can meet for tea with other mori friends!

 

A few of the OG mori community members at a meet-up!

˚✩‧ Wear mori at a convention or in Harajuku

 

This one isn't too far out of reach. I actually went to Harajuku recently, and I don't live that far from Tokyo these days, so it's certainly possible. However, whenever I travel it tends to be during summertime, and I hate to wear layers in the summer. Maybe I should plan another trip to Tokyo in the Spring and wear mori then!

Impossible Dreams:

˚✩‧ Visit Wonder Rocket 

 

When I first discovered mori, it was during it's height in Japan and abroad. At the time, every mori person wanted to buy a Wonder Rocket piece and travel to their adorable store. Pictures of their rabbit mannequins were so popular, and I also dreamed of visiting their store. Unfortunately, they've since closed their doors, making this an impossible dream.

 

 
˚✩‧ Wear any mori brand piece from Japan

 

Every other plus sized or curvy mori person (or tall for that matter) know that mori brands from Japan, like most Japanese brands, cator to the idealized beauty standard of Japan. This means the dreaded "one size" pieces, other tiny sizes, and no room for any curves. I'm barely plus sized by US standards, but in Japan I can barely wear anything. I have to buy most of my clothes from overseas brands. So although you can still find mori brand pieces thrifting, wearing them is an impossible dream for me.

 

How about you? What are your mori dreams? Do you find that they've changed with the decline in popularity of mori fashion? I would love to hear your answers below.