Lazy Oaf L’Oaf Bakery: Soho Fashion and Art Takeover with Rose Daher and Dusty Knuckles
Get Bready: Lazy Oaf turns Soho into a carb-fuelled fashion and art playground
London fashion has always thrived on subculture, community, and a little chaos. This February, Lazy Oaf leans fully into that spirit with L’Oaf Bakery, a bakery-inspired fashion collection brought to life through a three-day fashion and art takeover in Soho, powered by collaboration and a shared love of carbs.
At the centre of it all is TOASTLAND, a playful installation by French-Lebanese artist Rose Daher, who treats the everyday slice of bread as both symbol and canvas. Her work reframes toast as something more than nourishment: a soft site of memory, imagination, and small daily rituals that keep us going. In a city that rarely slows down, there is something quietly radical about turning “ordinary” into a destination.
A bakery-inspired collection with real London bite
The Lazy Oaf L’Oaf Bakery drop is exactly what it sounds like: fashion built from cravings, comfort, and cartoonish delight. Think carb-coded details, sweet treat motifs, and baked-good graphics across a tight, wearable edit that feels made for real life.
Expect a mix of:
Trans-seasonal dresses for that in-between weather London does best
Unisex tees, baby tees, and photo-print tights that hit the sweet spot between streetwear and statement
Accessories designed to feel collectible, not disposable
A standout knit: a cosy cardigan with sandwich pockets, because Lazy Oaf understands the assignment.
The takeover details you will actually want to save
Rose Daher’s pop-up runs for three days only: Friday 20 February to Sunday 22 February 2026, transforming the Lazy Oaf Soho store into a fully immersive fashion-meets-art moment.
And because this is London and we take our baked goods seriously, the Friday launch day comes with pastries and focaccia from beloved independent bakery Dusty Knuckles, served while you browse. Fashion, art, food, community. The full sensory edit
Lazy Oaf’s world has always been built with creatives, not just marketed to them. This project is a reminder that the most compelling “luxury” today is not only price or polish, but experience, collaboration, and community-led creativity.
As Lazy Oaf founder Gemma Shiel puts it, the brand is built by artists and creatives, and this collaboration celebrates “something that unites us all” with a straight-faced truth: carbs.
Where to shop
The collection launches in-store and online from Thursday 19 February 2026 at 10am GMT, available via LazyOaf.com and the Lazy Oaf Soho store.
If you are in London, treat this like a three-day cultural stop, not a quick retail visit. Go to Soho, step into TOASTLAND, eat something warm, and shop the drop while it is still fresh. Then share your favourite piece or your dream toast concept on socials and tag the collaborators, because independent fashion lives longer when the community shows up loudly.
In a season of endless launches, the moments that cut through are the ones that feel human: a store that becomes a gallery, a slice of toast that becomes a story, and a collection that does not take itself too seriously while still being sharply made. L’Oaf Bakery is your reminder that fashion can still be fun, tactile, and communal. Show up, support independent creators, and take home something that feels like a little London inside your wardrobe.