With careers in fashion spanning over 15 years, founders Camille Perry and Holly Wright came together to create TOVE after working together as buyer and designer at another brand. Discovering they shared the same instinctive way of working, and recognising a growing disparity between the ‘premium’ and ‘luxury’ fashion markets, the pair combined their talents and launched TOVE.
Inspired by the Danish name meaning ‘strength and beauty’, TOVE’s designs are timelessly chic but ultimately functional and designed for busy working women. “Our vision was to create a modern, feminine brand that has a refined, timeless aesthetic,” says Camille. The sentiment’s backed up by Holly: “We want to create pieces that traverse seamlessly between professional and social events – they should work hard for the wearer.” The result is plenty of versatile dresses, blouses and coats in a variety of sumptuous neutral fabrics, all designed to stand the test of time. “The heavyweight ribbed silk we have used throughout our AW20 collection was chosen not only for its beauty, but also its longevity,” says Holly. “Silk is incredibly resilient and will last a lifetime, after which it will degrade naturally.”
The Hero Pieces
While airy sun dresses were TOVE’s piece de resistance during the summer, its AW standouts are its scarf coats. There are long and cropped versions available each with – you guessed it – a built-in scarf that can be worn wrapped or elegantly draped down. This is the kind of detail that elevates a classic outerwear silhouette. It’s subtle design notes that make TOVE’s dresses so special too: from cowl necklines to long, slim sleeves seen in the ‘Ines’, which comes in both black and buttermilk, they’re just as easily smartened up with a blazer and boots for the office, as styled for the evening with earrings and heels.
The Price Point
TOVE’s luxury fabrics and sustainable ethos mean its prices come in at the high end of the scale. But with trendless designs and neutral tones that go with just about everything, these are pieces that will endure, so they are investments that will ultimately deliver a decent cost per wear.
While outerwear is something Camille and Holly plan to build upon after a successful season, you can also expect to see the brand launch knitwear and denim for AW21. ‘We are inspired by the developments sustainably in these areas and the opportunities that they present creatively,” says Camille. We’re excited to see what TOVE does next.
Shop the collection below…