That is my question when I heard about it sometime ago. After an intensively googling, I finally found out. I like these explanation about Mori girls. "Mori girls belong to a Japanese subculture. 'Mori' means forest in Japanese, and mori girls look like fairytale forest 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." "...Mori Girl feel comfortable. They feel like their clothes actually hugging them. They aren´t overly focused on being cute, but rather being clever, reading a lot, journaling and being in love with nature..." Now, are you one of them???