On the chilliest spring day in recent memory (yep, it’s officially spring), Toast invited me to document the launch of its new Marylebone High Street store. In terms of creative direction, evocative imagery and on-point attention to detail, Toast gets it right every time, so it was to be expected that the shop opening would engage all the senses in typical house style.
Which meant drafting in The Flower Appreciation Society to deck the store in abundant March blooms. Not only on the walls and in vases of every description (including fabulous ceramic swans), but also in DIY hair accessories, entwined through earrings and fashioned into corsages (OK they were technically buttonholes but is it not time to bring back the corsage?). We even had edible flowers in our elderflower G&Ts.
As co-founder Jessica Seaton told me, Toast is slowly building its delicious empire both internationally and online, and this new store is its first central London location. And naturally, everything is beautifully merchandised. If you’ve ever admired the catalogue shoots and wanted to step straight into the pictures (who hasn’t?) then you’ll know that Toast were early pioneers of the rustic indoors-meets-outdoors lifestyle aesthetic that is so prevalent now in fashion and retail. Hence the new shop expertly displays its menswear, womenswear, accessories, homewares and beauty bits to project a just-so imperfect perfection.
We all know Toast for its faultless basics – I can personally vouch for the merino fine wool cardi which works as a brilliant layering piece without adding bulk. But alongside the fine gauge knits, eco Veja sneakers and wear-everywhere shirts, this season is big on bolder pieces. The picnic check dress and skirt are particular standouts (reworked from a 1950s check), as are the chunky espadrilles and artisanal glass bead necklaces.
My button hole had become a dressing table adornment by the next morning, but if you’re passing through Marylebone this weekend (or want to make a special trip), do stop by Toast, the flowers will be in place until Monday.
Toast, 44 Marylebone High Street, W1 (WWW.TOAST.CO.UK)
THIS POST IS A CONTENT COLLABORATION WITH TOAST