Thursday, October 15, 2009

Featured Brand: SM2

Given the recent rise in popularity of mori girl style, lots of Japanese brands have been designing their fall collections with this in mind. Furthermore, the mori girl aesthetic with its use of natural materials and gentle colours has been quite popular in East Asia of late.

SM2 is a Japanese clothing brand that has put out a fall collection that reflects the contemplative, dreamy atmosphere of the mori girls with neutral tones and loose layers. SM2's style is not as whimsical as Syrup's, and its fall shoot shows us how to adopt mori girl style in a subtler, more laid back way.


It doesn't get much more romantic than a bed in the middle of the forest. Long cardigans over knee-length dresses create a very comfortable silhouette.


I'm in love with these slouchy booties that are popping up everywhere.


Loose, just-above-the-knee shorts seem to be a cute alternative to the dresses and skirts mori girls love. The checked smock above goes well with the hoodie for a more boyish look, and can also be paired with turtlenecks in fall/winter and tshirts or singlets in summer.


Boleros and light scarves add layers without too much bulk.


Some examples of the loose dresses mori girls are increasingly becoming associated with.

Image source: SM2

Related Posts:
SM2 Winter 2010
SM2 Summer 2010
SM2 Spring 2010
SM2 Winter 2009
Featured Brand: Yab-Yum
Featured Brand: Furfur

61 comments:

  1. Wonderful clothes, so easy-looking and romantic at the same time. I just love that apron-type overdress in the dog-walking pic.

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  2. Yes, I was struck by how these clothes are simpler and less cutesy than many of the mori girl outfits I've been seeing lately. Love them too!

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  3. Beautiful pictures, the cloths are perfect indeed for the theme of the pictures, really awesome work.

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  4. She is so pretty her face is like an angel.

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