Also known as
Mori girl (森ガール) or mori boy, forest kei
Country of origin
'Mori' 森 means 'forest' in Japanese. As such, mori kei tries to evoke the air of someone who lives in house in a forest. Natural colours such as green, brown and cream are very common and textures such as cotton, fur and lace are also often used. Of course, flower patterns are regularly seen.
Shoes tend to be of the kind good for walking, such as boots. Very little makeup, if any, is worn. The style is almost 'frumpy' as the look is quite shapeless, and so, as with dolly kei, a good grasp of the style is important. Layers are essential. Mori girls tend not to wear pants, favouring dresses and skirts.
Mori kei has taken off in a big way in Japan. It is very much a 'lifestyle, not just a fashion'. There is even an official online community and set of 'rules' for mori girls (there are also unofficial mori boy 'rules'). For a detailed guide on how to dress mori kei, check out Miss Kellie's Guide to Mori Kei.
choco is the girl who set off the whole mori kei idea. She wrote a book "Mori Girl Fashion and Style Book" and set up the online community. But what does she look like? Who knows? She has the final say on who gets to join the online community though...
Aoi Yu 蒼井優 is an actress who has been used to showcase mori girl looks as a magazine model. She has the 'ideal' round rosy cheeks and pale skin.
Fashion inspiration in popular culture
Shizuru Satonaka, a character from the movie "Renai Shashin" (Photograph of Love). There aren't really any good photos of her online though...
Further reading and resources