Miho Matsuda Interview Kera Volume 4 October 1998

Search terms for Mori and Yama Girl, Grimoire Girl/Dolly Kei

This is a work in progress and will change over time. Not every search term will come up with clothing suitable for each fashion, it takes a good eye and some imagination to make it work. It is best to study the best known brands of each fashion to understand what to look for. Google searching the following fashions in japanese give the best results: 森ガール、ナチュラル系、山ガール、グリモワールファッション

A few things to remember: modest clothing, layering, loose fitting clothing that drapes nicely, the right fabric and minimal makeup is absolutely key for mori girl. embellishments, asymmetry, varying colors and textures are also important. Additionally, because of confusion, the biggest difference mori girl and natural kei is the amount of layers.

Mori kei, or 森系 is not a Japanese term. I am unsure of the origin, but it used in Chinese (and searching it in google brings up Chinese results), and westerners use it the same way for example Visual kei, a long known Japanese street fashion is used. For this reason, I have not included it for recommended search terms.

Hama girl, or 浜ガール is not coined in Japan. It was coined by someone on Tumblr, who then aggregated a series of photos of mori girls by the sea. For this reason I have not included it in recommended search terms since it will difficult to find anything.

Yama girl is more a lifestyle than fashion. The term originated in 2009 when the Japanese government was actively promoting trekking around Mt. Fuji.

The terms for dolly kei are based on the fashion around 2010; the store Grimoire has changed since, with an overall lighter palette.

森ガール Magazines: Spoon, Valon

Themes: nordic, amish, boho, bohemian, lagenlook, mennonite, mori girl, mori kei, nautical, rustic, shabby chic, upcycle, loose clothing, vintage, layered

Colors: Main colors are beige, the natural color fabrics like cotton, linen, etc. and shades of brown (from light tea brown, clay to tree bark). Secondary colors are blue, green, rust, earthen colors. Can use blues, reds, yellows, pretty much other colors as well, but in natural tones. Shades of brown matching skin color are also a plus.

CLOTHING Tops: pintuck, crochet vest, oversized cardigans and sweaters, peter pan collar, shawl, flannel, smocked, henley shirt, sailor collar, Bottoms: layered skirt, long flowy skirts, button down skirts, baggy lose denim pants, kapri denim, harem pants, boot cuffs One Pieces: prairie dress, a-line dress, overalls Accessories: lace socks, cotton tights and socks, leather and/or canvas backpacks, straw bags. I’ve seen deer antlers flower crowns and capes in mori girl but it seems to be prominent in western mori girl

MATERIALS cotton, linen, gingham, crochet, knit, patchwork, plaid/tartan, denim, floral fabric, leather, suede, polka dot, wool, gauze, muslin, chintz fabric

EMBELLISHMENTS cotton lace (especially eyelet), tulle, wood buttons

HOUSE/ROOM DECORATIONS knick knack, kitsch, knotty pine, rustic, country home living

MASCOTS Muumin, Little Bear, Where the Wild Things Are

SHOES round toes are very common in mori girl. combat boots, mary janes, desert boots, duck feet boots, penny loafers, moccasins, moc toe boots, oxfords, wood clogs, espadrilles, sheepskin boots (ugg, bearpaw, etc)

BRANDS Clothing: Wonder Rocket, Favorite One, Onepi-C, Dearli Shoes: A lot of comfort shoe brands are suitable for mori girl. Some examples are Birkenstock, Dansko (they are advertised in moi girl magazines), Born/BoC, Clarks, Taos, Blowfish (some styles are made out of linen) Accessories: same as clothing brands

山ガール Magazines: Randonee, falo

Themes: mountaineering, rustic, nordic, hiking, camping

Colors: Yama girl uses a lot of neon colors because for safety reasons during hiking. So there arent set colors.

CLOTHING Tops: flannel vests, Bottoms: mountain skirt, compression tights One Pieces: Accessories: leather canvas backpacks, hiking backpacks, leg warmers

MATERIALS cotton, wool linen, gingham, plaid/tartan, denim, nordic print, waterproof material (tyvek, gore-tex)

HOUSE/ROOM DECORATIONS rustic pine, knotty pine

SHOES Hiking boots, duckfeet boots, combat boots

BRANDS Clothing:Columbia, North Face, l. l. bean Shoes: Keens, L.L bean, Columbia, Birkenstock Accessories:

Grimoire Girl/Dolly Kei Themes: antique, 1920s, grimoire, eastern european, russian, slovak vintage, victorian, edwardian, catholic themes

Colors: reds

CLOTHING Tops: sailor collar, folk vest Bottoms: One Pieces: dirndl type wear, victorian day dress, peignoir Accessories:

MATERIALS cotton, tapestry, patchwork, plaid/tartan, needlepoint, leather, suede, fur

EMBELLISHMENTS

HOUSE/ROOM DECORATIONS

SHOES Shoe style: wood heels, clogs

BRANDS Clothing:Grimoire, Vintage Gunne Sax Shoes: Accessories: