On Our Radar is a Who What Wear series by senior editor, Kristen Nichols, highlighting on-the-rise fashion brands we have our eye on.
Tove just might be the chicest new brand in London—perhaps in the entire UK—which is why it comes as no surprise that you’ll find it stocked in the closets of stylish women across the globe. Though it just launched in 2019, the minimalist-meets-romantic brand has already gained a cult following and stands out as one to watch. It counts celebrities and fashion insiders as fans. Katie Holmes, Elsa Hosk, and TyLynn Nguyen are just a few of the impeccably dressed women who have been spotted wearing its stunning pieces.
Founded by fashion alums Camille Perry and Holly Wright, former colleagues with 15 years of experience working in buying and design, the label is chock-full of easy-to-wear designs crafted with the modern woman in mind and intended to remain in your closet for years ahead—whether it’s a poplin dress with a gathered bodice, a flowy camisole, or a pair of perfectly tailored silk trousers. Interested to learn more about Tove and the women behind it, I spoke with Perry and Wright. Ahead, read our interview as they dive into how they’ve built such a stylish community, their hopes for the future of fashion, and the must-buy pieces from their collection that are destined to sell out.
Tell us about yourselves and your background in fashion.
Camille Perry: Holly and I have been in the fashion industry for over 15 years. Our relationship began when we worked together as a buyer and a designer at an early stage in our careers. After this, we each went on to become head of buying and head of design, respectively. We found we shared a symbiotic working relationship, a shared vision, and a passion for beautiful design and craft. We have been inseparable ever since.
What inspired you to start Tove?
CP: Tove was born out of a desire to create a timeless wardrobe of sustainable pieces that are beautifully made. We noticed that a shift was emerging within the luxury market where retail prices were becoming higher, whilst often the quality and design were not proportionate to this rise.
Holly Wright: We wanted to create a brand where both of these elements were aligned. We use luxurious fabrics like textured silks and heavyweight organic cotton within our collections, and every aspect of each piece is meticulously considered.
How do you see Tove fitting into a modern wardrobe?
CP: We understand how busy the lives of modern women are, balancing life between work and family just as we do. Our pieces are pared-back and versatile with modern detailing. This ensures that they are beautiful but work hard within the context of your wardrobe—easily transitioning from day to night, from season to season.
HW: Our pieces feel incredible to wear, are never overpowering, and are designed to last a lifetime.
Tove has become a go-to brand for timeless, minimalist pieces among fashion insiders. How have you built such an incredible community?
CP: We have had the honor of collaborating with and working alongside some incredible women along our journey so far. These relationships are extremely important to us.
HW: For us, it is all about building a true connection with our community. This dialogue helps to shape our vision for the brand.
What are your must-buy pieces from the collection?
HW: The Ceres dress is our key dress for the summer season. Within our own collection, it is available in ivory and black, perfect for warm summer days in the city. A capsule collection of the Ceres dress in golden yellow, burnt orange, and sea blue launched exclusively with Net-a-Porter, which includes a new shorter version of our original—the ultimate dress for time spent by the beach.
Why is it important for you to focus on producing small-batch collections?
CP: The ethos of our brand is focussed on longevity and timeless nature. We are conscious of waste and our impact on the planet, and therefore this business model makes sense to us to avoid overproducing.
As a Black co-founded brand, how have you been navigating the Black Lives Matter movement?
CP: Like so many brands, we have utilized this moment as an opportunity to explain to others experiences that we have had in our lives that they may not. This ability to share knowledge and experience we feel has been such a monumental step forward—all fuelled by the impact of the Black Lives Matter movement. We have welcomed the opportunity and conversation that this has opened up.
COVID-19 is impacting the fashion industry. How are you adapting as a brand?
CP: The last three months have afforded us time to pause and reflect. We have spent much time looking inward at our brand and our collections in detail, adapting and refining our focus. Without the day-to-day external distractions that usually draw us away from the process, we have been able to hone our vision.
As we look to the future, what positive changes would you like to see in the fashion industry?
CP: There has been much discussion around slowing down the fashion schedule in this new world. For us, this is something that we are already stepping into. Spending more time creating two significant collections a year feels particularly relevant for our customers.
HW: Our pieces are designed to feel modern today and long into the future, and this shift toward more continuity and less waste is definitely something that we would like to see change within the industry.