“I hope that women become happy with lovely clothes, because they spend very stressful daily lives”
God bless the Japanese. And not just for their strength, fortitude, and kindness in making their way through the cataclysm of the last weeks. But also for their whimsical collective imagination, which pushes the limits of technological advance in one sector while harkening back to the idyllic days of the primeval forest in another.
I am a little late jumping on this bandwagon, so perhaps you are already familiar with the “Mori Girl” style. Mori means forest in Japanese, and this look is all about the revival of peasant, fairy tale, princess frocks and lacy floral feathery accents. Closely related to the Lolita and Dolly Kei looks to be certain, but with a sweet vintage bohemian twist all its own.
Last spring I was at the most amazing vintage/antique/thrift store in Fresno. I found score after score on the racks. But then I looked up and saw dozens of exquisite, spectacular, gorgeous vintage dresses hanging from the 30 ft high warehouse ceiling. I immediately went up to the counter and asked about them. “Sorry”, I was told, “They’re for the Japanese.”
I was perplexed and intrigued, but not surprised (every time I list a sweet Gunne Sax or a dolly dress I think about a darling little Japanese girl wearing it. Which, often enough, does end up happening).
Then, watching this video, I realized that it was probably the very boutique owner profiled here who the dresses were for! At about 4 minutes in they talk about a trip she made to California to get some vintage clothing 
I adore this woman, Hitomi Nomura- what an inspiration (an inspiration who was, like me and so many of you, inspired herself by Tasha Tudor). The photos of the boutique in this post showcase her shop Grimoire, which looks to me like the happiest place on earth. This girl is a master of layering vintage with handmade into one seemingly impossible forest-frolicking masterpiece of an outfit.
Here is another video, featuring some killer fashion quotes from some beautiful Japanese women:
I have given some money to Japan in the last weeks, but I foresee more bleeding out of my pockets towards the country ( or more accurately, the Grimoire Boutique) in the very near future…
Amber, what an awesome, thoughtful tribute. And so so interesting. I gotta say, we might all be Mori-girls on the inside and out ;D
I was obsessed with Japan from an early age (reading manga and watching Kurosawa-at a time when nobody but nobody knew what I was talking about. Lucky youth of today.) and remember the first time I saw Japanese street styles in my teen years and instantly jibing with it. There was such craziness and stylizing and total imagination in it. Thanks for rekindling that love a little, or heck, a lot.
Happy Spring, my love.
This is toooo awesome! I remember when my friend first got a hold of Fruits magazine in Japan Town… we studied it for hours, and ended up emulating the styles the summer we followed the Cure (we were the brightest Cure fans ever!) This seems like a natural progression, using muted palettes instead of candy popping acid pinks and yellows… in line with a more earth-conscious mentality that has evolved since the late 90s. Totally inspired by this!
Sasha´s last blog ..I Heart My Customers- Sandra at The Witchery Vintage!
Hi Honey!
I LOVE this! It’s so fascinating how styles can travel and live new lives! All these folksy Californian items are finding homes over the ocean and far away, so amazing!
thanks for sharing.
xo
AD
Needless to say, I love the Mori Girl style. We are fortunate enough to have two Japanese couples who own boutiques who come through about twice a year in search of goodies for their store. Last time they even bought a couple of my tooled leather butterfly pieces. It makes me smile to think of our Cali goods wandering around in Japan…I only hope their wearers are well.
how cool is that! thanks for sharing. i’m familiar with the lolita style, but never heard of this.
I’m so happy that you shared this! When looking at the pics of Mori fasion I kept waiting for an outfit that I didn’t like. They were all so pretty and perfect, though.
Grimoire is such an awesome name for a shop- I’ll bet you could happily get lost in there.
Happy Spring!
-Claire
Claire´s last blog ..Strange Days Indeed
What an awesome post Amber! I have come across the Mori Girl style along my internet wanderings but didn’t know of Hitomi Nomura or her role in propelling this style to what it has become, which is pretty amazing, and she is such a doll, not to mention that shop, oh my stars!
Your post also made me realize that I’ve had a wee true-hearted Mori Girl right under my nose all along! I present to you exhibit A:
http://www.flickr.com/photos/23821209@N06/5415670163/
I love every tiny detail about all of this young lady’s style and shop, I hope to see it someday.
so much eye candy all at once, phew, i am swooning utterly and completely! i agree that “grimoire” is such a fantastical name for a shop, and i love the work her designer did for the interior. GORGEOUS, a true dreamland. i only hope these lovely ladies get out of crowded tokyo sometimes and actually get to wander through the forest! and clover is the PERFECT most adorable mori girl yet!
Awesome post, Amber! I’ve got to say, the name Grimoire is such a fitting name for her shop. It has such a heavy, archaic sound, and I can easily imagine crumbling stone buildings, ivy spidering over the rubble and through cracks. And of course, this is all in the forest!
A lot of this style is gorgeous, and I kind of love that the styles of so many ladies in this internet circle are vaguely Mori Girl. And I giggled a little that it’s “forest girl” style, since I’ve dubbed myself the Forestlass. Haha! Strange, strange.