Tove is the Celebrity-Loved London Label That’s Redefining Power Dressing—and Stylish Women Can’t Get Enough

London is known to be the most edgy, creative and experimental of the ‘big four’ Fashion Week cities, seen both in its roster of buzzy, up-and-coming talents and street style of the most wonderfully weird and wacky kind. But the city has a softer sartorial side to it, too; one of effortless elegance, subtle sensuality and luxurious craftsmanship with its own kind of quiet power—and a decidedly more universal appeal.

This is what Camille Perry and Holly Wright set out to capture when they founded their brand Tove back in 2019, that has since become a go-to for stylish women the world over, from CEOs to celebrities such as Alexa Chung, Katie Holmes and Kendall Jenner. As former heads of buying and design for Topshop respectively, they were, and continue to be, intimately au fait with how women want to dress—a depressing rarity in an industry dominated by male creative directors. This, coupled with their fashion nous, design talent, focus on quality and consistent aesthetic vision has been a recipe for success.

“When we started out, there were two clear camps: there were the androgynous brands, and then those overtly feminine brands,” Wright tells Fashion’s Digest UK. “We wanted to strike a chord in the middle, that balanced both of those things, and placed the woman at the centre.”

Where other high-end designers draw from academic sources and niche cultural references when putting together collections, Perry and Wright take inspiration from the Tove woman directly. “It’s always about her, and she is a constant,” explains Wright. “She is us and the women who are in our world. She’s smart, she’s intelligent, she’s worldly and confident, and she dresses more for herself than for others. She is the real guiding force for our vision, and I think that’s why the brand speaks to so many.”

As a result, Tove’s signature aesthetic has been clear from the outset: “modern, minimal, feminine, refined, but never boring” as Perry describes it, comparable to the likes of The Row, Khaite and Toteme. Perry and Wright have also remained steadfastly immune to the sway and vagaries of trends. “It’s been easy, really, to stick to our vision and aesthetic, because when we first started the brand we were clear on the space we wanted it to sit in—that’s where we could see the opportunity” says Wright. “We have our signature details, both subtle and front-facing, that set us apart, and really make something a Tove garment.”

That said, Perry and Wright are always “keen to evolve” rather than simply “sit on one thing and then that becomes all we do”—tempting as that might have been following the viral hit that was their Lauryn dress (if you don’t know the name, you’ll recognise the gathered cups and fitted bodice).