You might have seen them drifting dreamily about Harajuku or Daikanyama, dressed in floaty layers, flat pumps and earthy colors that attest to an artistic sensibility at one with nature. This is the Mori Girl (森ガール, Forest Girl), a trend that took off in fashion magazines such as Spoon, Fudge and Spur in a big way this year.
Mori Girl actually first appeared two years ago in a community on Mixi. Japan’s most popular social networking site also helped spawn a new subset this year. Meet the Swamp Girl (沼ガール, Numa Girl), a Mori mutation begging for attention and respect. Sick of being laughed at for their frilly, floaty, earthy fashions Numa Girls openly state that they embrace the Mori Girl look — for all the wrong reasons. Here’s an abridged version of the manifesto posted on the top page of the Numa Girl community on Mixi: