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.
Mori Kei emerged in Japan in the mid-2000s as a reaction to the more extravagant and colorful fashion styles popular at the time. It gained popularity through online communities and fashion blogs, eventually spreading beyond Japan to become a recognized subculture in the global fashion scene.