Your Shopping Bag is Empty
Fashion
TOVE IS THE NEW BRAND TO LOVE
Say hello to summer’s hottest new brand - TOVE, created by designers Camille Perry and Holly Wright who are friends and business partners who have a mission to create modern, feminine clothing that is designed to fit seamlessly into busy lifestyles. They named the brand after the Danish word for strength and beauty which sums up their beautiful forever pieces that will be the basis of a truly timeless wardrobe this spring and beyond.
Camille Perry and Holly Wright of TOVE.
How it all began
Perry and Wright first met while working at Topshop as Head of Buying and Head of Design respectively. TOVE, developed as an idea between them over the years and with a very clear idea of design and trends they could see a space for the brand to thrive.
Our sensibility is that we design beautiful pieces that feel modern and feminine.
Camille Perry and Holly Wright
On the Tove girl
When asked about the Tove girl the pair replied, “We work very instinctively – and inspiration was drawn from the spirit of who she was rather than academic sources. We wanted her to feel confident and effortless. We also love colour so finding the perfect tones is always a big focus for us.” Holly adds, “If we could dress anyone from any period of time it would be Anjelica Huston. She epitomises the strength and beauty of the TOVE woman.”
Anjelica Huston is a style inspiration for TOVE Studio.
On their Inspiration
Camille says, "Our inspiration is always the TOVE woman. We are fortunate enough to be surrounded by incredible women. Many who, like us are sharing their time between a career, family, friends and social events (where possible at the moment). We are always in awe of how these women move through life. Their creativity and strength act as a constant inspiration to us."2000182476
Camille says. "Our Flores Dress bears all of our signature details. We have worked with silk from the inception of the brand as it feels incredible to wear whilst at the end of its life cycle the fabric degrades naturally. This sustainable element is hugely important to us and drives every decision we make. It is important to us that we source luxury fabrics that are as natural as possible. The Flores Dress is generously cut in layered silk georgette with an asymmetric hem detail. The fabric moves beautifully when worn. However the delicate ties and gathered detailing featured on the dress are also woven throughout the collection across several pieces. These feminine, but modern details are part of our DNA."2000182476
Easy Breezy Style
TOVE is the go-to brand for the summer. Camille elaborates, "We believe our Solene dress in crisp organic cotton is the perfect dress for summer, equally at home when worn in the city, at a wedding or for a relaxed lunch or dinner. Minimal accessories can transform it for pretty much any occasion and we are looking forward to seeing the reaction to this style on Instagram."2000182476
Ease into summer in the the Thea Top in organic cotton by TOVE.
The turbulence of the last year made us determined to reflect hope and positively going forward for all our collections.
Camille Perry and Holly Wright
TOVE is coming soon online and in store (when we reopen). Stay tuned to our social media for more details.
MORE TO READ
Get the lowdown on all our amazing new brands arriving online and in store in The Spirit Lifting New Brands of the Season.