Mori Kei, also known as Mori Girl, is a Japanese street fashion style that emphasizes a natural, forest-inspired aesthetic. It translates to 'forest style' and aims to create a whimsical, earthy look reminiscent of a peaceful walk through the woods.
In the 2000s, in Japan Mori Keil came to be as a response to the trend of showy and vibrant fashion styles that were in vogue during that period. It rose in popularity thanks to communities and fashion blogs. Gradually expanded its influence outside Japan establishing itself as a distinct subculture, within the worldwide fashion arena.