Introducing Book of Deer's first collection- Spring/ Summer 2012.

“Fairytale wanderers in their loose dresses, vintage prints and quaint accessories. Mori girls choose to live their lives on their own terms, stopping to appreciate the little things that others overlook amidst the hustle and bustle of daily life.”

~http://ohyeahmorigirl.tumblr.com/

The Mori (meaning ‘forest’) girls emulate fantasy woodland dwellers, drawing inspiration from nature and fairy tales. They are urban romantics aspiring to a rural idealism. They are collectors, day-dreamers and creators. The fashion trend originated in Japan circa 2006, the term was coined by a member of the online Mixi community named Choco* after she was decribed to be like ‘someone who came from the forest’ What I like about this fashion subculture is not only the styling and creativity behind it but also the lifestyle philosophy it inspires. Mori girls like the simple things in life and let their imaginations inform their dress sense. Click here for a little further reading on how to be a Mori Girl! x