One of our favourite slogans received too little attention because its message wasn't clear enough. What does it mean when the avocado toast is overcooked? We owe you an explanation.
The concept of brunch first entered our lives through Blair and Serena in the second episode of Gossip Girl, back in 2007. For us, those were different lives and different people. Brunch was a metaphor for the Upper East Side, a luxury reserved for the most elite layer of society. At brunch, those people, completely detached from reality, made drama out of things like overcooked avocado toast, champagne that wasn't cold enough, and the colour of scarves being worn that day at Constance Billard School.
Fifteen years later, avocado, prosecco, and brunch have gone viral. Now anyone can be Blair, Serena, Nate, or Chuck for those two hours on Saturday and Sunday. You sit in a garden café that is actually five chairs placed on the sidewalk, you toast with prosecco, and you get nervous because there aren't any strawberries in the prosecco. That's when the avocado toast is overcooked.
You're eating cacio e pepe in Rome and complaining because it's been raining for two days. That's when the avocado toast is overcooked. At Starbucks you get regular milk instead of almond milk. You simply cannot believe it. Then the avocado toast is overcooked. The entire new Moschino × H&M collection sells out. What a disaster. Then the avocado toast is overcooked.
Since we're not actually on the Upper East Side, we know there is no avocado toast without hard work. Still, we wish that your avocado toast will always be overcooked.
XOXO, Teodora.