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2025.08.13
CULTURE

The Original "Mori Girl"—A Pioneer of Social Media Fashion—Evolves in the Reiwa Era! Everything About the "Neo Mori Girl" According to SPINNS

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"Mori Girl"—characterized by a gentle, soft look as if wandering through a forest—first appeared in 2006 and became a major social phenomenon. Now, this beloved style has returned, evolving for a new era. The "Neo Mori Girl" promoted by SPINNS keeps the core of naturalness while updating the image with a modern sensibility.
Mixing nostalgia with contemporary vibes, what does the Neo Mori Girl of the Reiwa era look like? We sat down with SPINNS PR Director, Kyohei Takahashi, for an in-depth discussion about the charm of this updated style.
PROFILE
Kyohei Takahashi
Kyohei Takahashi

HumanForum co., ltd. SPINNS PR Director

Born in Ikebukuro, Toshima Ward, Tokyo, in 1986

Joined HumanForum co., ltd. in 2006

Became PR Director after working as store manager, retail operations, and vintage clothing buyer.

The First Fashion Born from Social Media: Re-evaluating "Mori Girl"

Mori Girl originated from the internet in 2006. As the name implies, it refers to girls who love a style reminiscent of the forest—a mix of simplicity and girlish charm that quickly captivated niche communities. Many are still drawn to its fairy tale-like vibe today.
Takahashi re-evaluates Mori Girl as "the first fashion trend to be born from social media."
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