Featured Brand: Super Hakka

Super Hakka is a Japanese brand I've wanted to feature for a while, but I could never find a website with pictures to post here. The fashion label has been featured in many Japanese magazines such as Spoon, Soup and Pretty Style. Loose shapes and lightweight fabrics make their dresses and tops perfect for mori girls.

Don't you just love the print on the first dress? There are snowflakes on the fabric! The second dress is simple without being boring and is perfect for everyday wear.

The first dress has such a fairy-like print, while the second would look great paired with sandals for a day at the beach, or with brown boots for an urban adventure.

The second dress features carousel horses, while the first dress has an autumnal air.

This dress gives off the ethnic or bohemian vibe that some mori girls love, while the polka-dotted scarf is simple yet whimsical and goes with anything.

Mori girls like accessories that are as functional as they are quaint, and these boots and backpack can very reliably take any mori girl out of summer and into fall.

Image source: Stylife

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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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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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Yu Aoi in Anan

Just thought I'd share another photoshoot featuring Aoi Yu, this time from Japanese magazine Anan. It seems like her star has really risen alongside the increasing popularity of the mori girl aesthetic.

What sweet outfits! I love the relaxed yet tidy proportions.

The relaxed-fit clothing Yu Aoi is frequently seen in suits her perfectly. Even though these outfits can't be described as baggy by any measure, they retain a breezy, comfortable feel.

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Featured Brand: W Closet

After seeing their lovely ads in several Japanese magazines, I decided to check out W Closet's clothes, and I wasn't disappointed. W Closet retains a laid-back, almost earthy aesthetic while keeping its designs up-to-date and on-trend. Lots of styling ideas here!

 

The boater hat has now established itself as a common sight on Japanese streets, as well as in the wardrobe of many a mori girl. Collared shirts, tied at the waist or just worn loose and unbuttoned, are a great way to incorporate layers into spring and summer outfits.

The first picture features one of my favourite articles of clothing for layering at the moment: the amorphous cropped tshirt. Great for wearing over long, printed dresses or anything with a high waist!

As feminine as mori girl fashion tends to be, I like to believe that the loose layers and high necklines lend an air of androgyny to the style. The menswear- (or, more accurately, boyswear-) inspired coordinates above are absolutely adorable. I particularly love the sailor shirt paired with sloppily rolled up trouser legs.

While their individual pieces aren't as intricate as those of many other brands, W Closet's styling is refreshingly down to earth and very achievable.

Image source: Rakuten

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