Monday, July 26, 2010

SM2 Summer 2010

Those of you who are familiar with my blog will know that I feature Japanese brand SM2 every season. I think SM2 has a truly mori girl-style concept. I love checking out their interpretations of each season. This season, SM2 paints an idyllic picture of a gentle warm summer.

This time, we're uprooted from the temperate climate that SM2 clothes are usually associated with and relocated to the tropics. Making an appearance once again are sturdy sandals (see more here and here) and boyfriend jeans, this time accompanied by lightweight scarves and overalls.

Instead of sweating it out in the heat and humidity we usually associate with tropical climates, the SM2 girl seems to be enjoying comfortably moderate sunshine and a cool breeze.

The mori girl interpretaton of summer seems to involve keeping as cool as possible, perhaps by going out in the morning or evening rather than in the blazing hot afternoons, and never forgetting your hat.

I somehow really love pictures of people reading. I also really love her white blouse. It's simple and pretty and the fabric looks wonderfully light.

One of the life's best experiences is taking a nap outside in the sun after a long walk outside.

Image source: SM2

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Thursday, July 22, 2010

Featured Brand: Earth Music & Ecology

It seems to me that there are two types of fashion labels catered to mori girl tastes.

The first type of fashion label is liberal in its use of whimsical designs and bright, cute, often intricate details. Q-pot comes to mind as one such brand.

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

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