Featured Brand: Sally Scott

Part of the charm of the mori girl lifestyle is that it offers a quiet brand of escapism. And there are few things more appealing to would-be escape artists than an imaginary life. Akira Minagawa's fashion label Sally Scott offers just that.

Sally Scott's brand concept revolves around the life of the imaginary girl (lives in Ohio, no dogs, two cats) after whom the brand is named. Of course, this means the label's catalogue is filled with charming images of a quiet little life many mori girls would aspire to.

Of course, Sally Scott would have to be immersed in a vintage-inspired environment careful not to be too cloying and sweet but cosy nonetheless.

She is frequently seen around rabbits and cats that possess strangely human qualities.

Needless to say, Sally Scott participates in all manner of quaint recreational activity, from blowing bubbles to bicycling.

And as any full-fledged mori girl would tell you, life imaginary or otherwise would not be complete without a few long walks through some foliage.

Sally Scott manages to do all this all the while clad in sixties-inspired frocks, pretty printed skirts and cute collared blouses.

A charmed life indeed.

Image source: Sally Scott

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