A pile formation apparatus for a pile fabric loom changes a cloth fell position of a cloth. The pile formation apparatus includes a terry motion member, a movable body, a guide, and a roller. The terry motion member generates a terry motion by pivoting back and forth. The movable body supports a fell plate and is directly connected to the terry motion member in a relatively pivotal manner. The guide includes a guide portion which guides and moves the movable body toward the front or rear of the loom. The roller is attached to the movable body. The guide portion has a form that displaces the movable body in a direction opposite to a height displacement of the fell plate when the movable body is pivoted about a center axis of the roller.