TOVE

 

Since 2019 : A Modern Approach to Timeless Elegance

 

TOVE was born in May 2019, launched in the heart of London by industry veterans Camille Perry and Holly Wright, both former Topshop creatives. Perry, a former buyer, and Wright, a designer, had spent seven years together at Topshop, honing their craft. After leaving their positions and navigating life changes as new mothers, they identified a clear gap in the market: the need for clean, feminine yet wearable clothing that could bridge the gap between premium and luxury womenswear.

 

Driven by this insight, they set out to create a line of sophisticated, everyday pieces designed for the modern woman. Their journey began with a direct-to-consumer approach, which was immediately propelled by a year-long exclusive partnership with Net-a-Porter, marking a significant first step into the fashion world.

 

About Tove

 

TOVE is a London-based contemporary womenswear label known for its understated, refined designs that blend timeless minimalism with contemporary femininity. The brand focuses on creating pieces such as silk dresses, tailored blazers, and jersey essentials, all designed with the modern woman's lifestyle in mind.

 

TOVE’s philosophy centers on creating versatile pieces that can be mixed, matched, and layered across seasons, helping customers curate their capsule wardrobes. At the heart of this vision lies a commitment to expert craftsmanship and the use of luxurious, sustainable fabrics. Every piece is crafted with meticulous attention to detail, ensuring it’s as functional as it is beautiful.

 

Products

 

The Lauryn dress, with its elegant drop-waist and midi silhouette, has become a symbol of TOVE's effortless sophistication. This signature piece has gained a loyal following, cementing the brand's status among fashion-forward consumers.

Another bestseller, the Ceres dress, crafted from organic cotton poplin, features delicate ruching and tie details. This piece strikes a perfect balance between structure and comfort, making it a wardrobe essential for modern women.

 

 

TOVE's commitment to sustainability is reflected in the materials it uses: GOTS-certified organic cotton, Oeko-Tex-certified dyes, luxury silks, recycled fabrics, and responsibly sourced wool and linen from low-impact mills.

 

The brand is also dedicated to small-batch production, a practice that not only reduces its carbon footprint but ensures strict quality control and supports the slow fashion movement. TOVE’s designs are focused on drape, ease, and structure—balancing comfort with elegance. Each piece is versatile, equally suited for day or night without feeling too formal.

 

Why Tove

 

TOVE is deeply rooted in the ethos of slow fashion, embracing quiet luxury over fleeting trends. The brand’s philosophy is built on the belief that clothing should be well-made, enduring, and purposeful pieces, designed to last in both quality and style.

 

Their design mantra, “minimal with warmth,” reflects their approach. Clean lines softened with feminine touches, neutral palettes, and subtle sophistication. Unlike luxury labels, TOVE strikes a unique balance between accessible pricing and refined design, leveraging the founders' expertise in fast fashion to deliver elevated designs that maintain a commercial edge.

 

 

Brand Highlights

 

TOVE’s rise to prominence has been marked by high-profile moments and collaborations. In September 2024, actress Katie Holmes was seen wearing the Lauryn dress at a New York Fashion Week event celebrating the brand’s 20th anniversary. The event was a unique, immersive experience, featuring blindfolded tastings and flash mobs. Other fans of the brand include fashion icons like Alexa Chung and Blackpink’s Lisa.

 

One of TOVE’s standout collaborations was with Merit Beauty in Summer 2024. The limited-edition Evening Set, which featured Merit's beauty products alongside TOVE's mink-satin Signature Bag, launched with a two-day pop-up event in London.

 

In terms of business growth, TOVE’s direct-to-consumer model and social media-driven marketing allowed the brand to maintain resilience through challenging times like the pandemic. Looking ahead, the founders plan to reduce their seasonal cadence, opting for two collections per year to align better with their slow-fashion values and foster more creativity.

 

 

where to find

 

TOVE's curated collection is available through some of the world’s most prestigious retailers. The brand's first exclusive retailer, Net-a-Porter, remains a key partner, offering both bestsellers and new arrivals to a global audience. Moda Operandi and Saks Fifth Avenue also carry TOVE, adding to the brand’s luxury retail footprint.

 

In addition to these global partners, TOVE operates its direct-to-consumer flagship website and occasionally hosts pop-up events in London to showcase new collaborations and collections, further reinforcing its connection with its dedicated customer base.

 

 

Website https://tove-studio.com/

Instagram @tovestudio

Photo Tove