Both Holly Wright and Camille Perry were wearing Tove for their day of appointments. Wright had on a soft white maxi dress that draped from blouse-like shoulders; Perry paired a tunic top that featured their twisting across the chest with fluid black trousers, slightly cropped. It was easy to imagine how they have filled their wardrobes with pieces from their label, each day selecting a different look. It was also easy to imagine them heading out to dinner, adding little else.
“For us, we’ve never seen this brand as having limitations, really. We see it as a real global brand,” said Perry, who handles the business aspect. “There’s a timelessness that transcends seasons, it transcends trends. It’s very much about a brand that will be here in 10 years and that’s what we’re building towards.”
Since launching Tove in 2019, the London-based duo has been steadily building a brand that checks many desirable boxes: attractive, streamlined designs; high quality fabrics and an exacting approach to production; a feminine sensibility that extends from how the clothes feel to their usefulness. With this resort collection, they have demonstrated once again that they can find fresh ways to deliver familiarity. The wrap coat that opens the lookbook, for instance, comprises an ivory openwork linen bonded to black wool—an effect that is both visually interesting and textural. Shying away from prints until now, they created a flattering dress that expands and contracts within the geometric pattern and is further enhanced by their skillful drape.
Not visible in these photos is how Wright, who handles the design, develops the backs of garments with definition and details that are worth a double-take, such as a subtle tack at the waistline of a coat or gathering to define the silhouette. They have introduced “smart denim” to the mix, which simply refers to the appearance rather than any technological gimmick. This gets to a fundamental aspect of Tove: an effortless style that is trick free. “It’s really considered,” explained Wright, with Perry adding (one usually picks up where the other trails off), “We don’t have a huge team, so everything is done with real intention.”
When the model emerged in a jersey dress (made from FSC-certified viscose) featuring a polo collar and plunging neckline, they said it answered the question, “What’s sexy for the Tove woman.” Certainly, it made a more overtly seductive impression. Yet from seeing the softly tailored total look in warm white or any of the draped merino pieces, you get the sense that there is an inherent sexiness to the brand, if only because women will feel so good, so naturally confident, dressed in these clothes.
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