This weekend, I was re-acquainting myself with one of my favorite stores, Toast. Normally, I would post about the items that I really like from their well-curated collections... but I found myself wanting to center a post around the art direction in their summer catalogs, instead.
What I found really interesting in their latest catalogs is the photographer's choice to let lighting become so much a part of the photography that at times, it actually *almost* obscures the subject of the shot.
Personally, I think this is a great choice for a summer catalog. It really helps the reader to connect to the motivation behind the design of the items that are featured, and puts one 'into the scene'. While many typical catalogs have adopted really juicy, blurred background, Real Simple-esque macro shots, I think this is an interesting departure, yet related. It's slightly risky, but definitely informed, and the result is a catalog that's approachable, beautiful, and refreshing to look through...showing products in a new way (like the bedsheet set, up here).
Browse through more lookbooks for the full effect here.
