“I’m from a family of idealists and academics,” says TOAST Creative Director Laura Shippey. She grew up in a house full of books and periodicals but the home of a childhood friend also had a profound effect on her early approach to design. It was a beautiful Georgian townhouse, light-filled and airy, with warm timber floors. The walls were hung with naïve paintings by Alfred Wallis, the self-taught British artist and fisherman whose work was championed by Ben Nicholson in the 1930s; his paintings hang in Tate Britain, The Met in New York and notably Kettle’s Yard in Cambridge, which holds the largest collection of his work (Laura imagines the gallery’s influence extended to the parents of her friend, who lived nearby). “This was the first moment I became aware of a consciously aesthetic approach to living, and that, combined with the practicality of my parents’ home, was foundational,” she says. Other influences include the Japanese philosophy of wabi-sabi (侘び寂び) – “embracing the perfectly imperfect” – and the work of modernist furniture designers Charlotte Perriand and George Nakashima. “Their designs celebrate the inherent qualities of their materials.”
Laura is interested in how good design enhances daily life, much like the thoughtful details that make a house feel like home. She is always looking for harmony. “The balance I am seeking is for designs to be both simple and interesting. The pieces should be functional, celebrating craft and character. When all of this comes together, there is an enduring modernity – above all, clothes are meant to be lived in and cherished, so quality and functionality are fundamental.” She simplifies the wardrobe and pares back designs to allow fabrics to take focus.
TOAST is known for its commitment to traditional techniques and longstanding collaborations with craftspeople. In Andhra Pradesh, India, master artisan Bikshapati Kolaan creates intricate cotton ikats to seasonal designs, while in Madhya Pradesh, TOAST has worked with hand-weavers of cotton mul mul since 2018. “We are extremely fortunate to work with many incredibly skilled artisans across the world, from hand-weavers and hand-knitters to block-printers and embroiderers,” says Laura. “It’s important for us to maintain these relationships and it’s an exciting process to see where we can take these techniques each season with modern designs.”
This approach chimes with the distinct design philosophy of TOAST, which Laura has developed since she joined the company in 2015, rooted in longevity, craftsmanship and slow, thoughtful living. “TOAST is unique in how research and storytelling shape each season,” says Laura. “I feel incredibly lucky to be able to immerse myself in a theme, researching artistic movements or cultural concepts and developing a seasonal visual language for textiles and clothing.” The Spring Summer 2025 concept is A Lightness of Being, and explores how embracing a playful approach to life can foster a sense of joy and creativity. “Play allows for an escape from the rigid, through imagination, improvisation and experimentation,” says Laura. “We look at how play helps us understand the world, lifts the spirit and brings us closer together.”
Laura describes herself as a “team player by nature” and this makes the design process all the more rewarding – particularly the creative conversations that surround building a story for each season. “Everyone brings their own points of reference, and this dialogue keeps it all fresh and exciting,” says Laura. To foster idea-sharing and creativity within the team, TOAST designers visit galleries and vintage archives before sharing their observations. “It’s crucial that the team are inspired to bring fresh thinking to the area of the collection they are working on,” says Laura. “The cross-pollination of ideas strengthens the line as a whole.” Swatches are pinned to boards, colour palettes are composed and print and weave patterns are drawn. Pattern cutters work with the designers to refine silhouettes from initial sketches, before prototypes are created. The team comes together to refine, share thoughts and celebrate the collection’s completion.
Timeless design is at the heart of TOAST, and to honour this ethos the brand is launching its Foundations, a collection of core pieces to be worn for years to come. Each acts as a building block of the TOAST wardrobe, and works seamlessly with seasonal styles, becoming more beautiful with age. “When we are talking about longevity and enduring style, it’s important to highlight the foundations of a wardrobe,” says Laura. How are these defined? “There are many denim and organic cotton styles that we have been running for years and remain firm favourites, but we also have new styles that we describe as foundational: jeans with a great cut or a layerable shirt,” Laura says. Just as a well-built home begins with strong foundations, so too does a lasting wardrobe – one that embraces simplicity, craftsmanship and the quiet beauty of the everyday.
Discover TOAST Women's Foundations and Men's Foundations.
Laura wears the TOAST Drift Stripe Shirt and Twisted Seam Cotton Linen Trousers.
Words by Alice Simkins Vyce.
Photography by Suzie Howell.
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