The Mori Girls.
Have you heard of mori girls?
The mori girls (森ガール) belong to a Japanese subculture. 'Mori' means forest in Japanese, and mori girls look like fairytale forest wanderers in their loose dresses, vintage prints and quaint accessories. Mori girls are also drawn to animal, candy, checked, floral, vintage or polka-dotted prints. However, they avoid looking overly cute.
The mori girl trend extends beyond woodsy, natural styling. In order to legitimately be classified as a Mori girl one must also embrace a slower, more wholesome way of life. A Mori girl has a quiet quality and an awareness of how she carries and decorates herself. She holds value in her surroundings and appreciates things that have unique character. She enjoys old fashioned crafts and hobbies and is quite happy in her own company. The mori girls are a sort of counterculture based on delicate indifference.
Scandinavia is for many mori girls a dream destination, and Scandinavian design influences often appear in mori girls' style. The mori girl checklist includes: A girl with soft air about her, pocket watches, prefers gold accessories to silver ones, likes to put round make-up on cheeks and analogue cameras - you get the picture...