The first type of fashion label is liberal in its use of whimsical designs and bright, cute, often intricate details.
The second type is characterised by a laid back, organic-looking style. An example of such a brand would be SM2.
Earth Music & Ecology falls into the latter category. Simple, casual tops and comfy boyfriend jeans make up much of their summer collection. It's interesting to see mori girl interpretations of summer this season. Instead of the bright colours and taut, tanned, beach-ready bodies that usually adorn summer collections, Earth Music & Ecology's promotional photographs feature a dreamy, misty-eyed seaside scene and a contemplative Aoi Miyazaki.
Birkenstock-like sandals are featuring very strongly in this season's collections as mori girls trade in their boots for more summery footwear.
I love the dress she's wearing in the top picture. Light and airy, it's perfect for the beach and an alternative to the tanktops and daisy dukes usually seen on the beach.
Summer is here, but it's somehow looking as gentle as spring....
Image source: Earth Music & Ecology