Tove: Strength and Beauty

Pragmatism meets great style at London-born brand Tove

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“Where is she going? What is she doing,” are some of the questions duo Camille Perry and Holly Wright ask behind each collection. The investigation is one way the design duo ensure that their label Tove (meaning strength and beauty in Danish) keeps its feet on the ground.

The double act, with decades of design experience between them, came together in 2019 with a mission to create a sustainable, smart thinking brand with versatility at its core. “Pieces that were beautiful enough to make a statement, while never overwhelming the wearer. Our collections feature refined, pared-back styling, beautiful luxurious fabrics with a focus on true quality. We felt we couldn’t find a brand that subscribed to this ethos, so were compelled to create it,” said Perry at the inception.

Their own wardrobes and desires proved a sound bellwether and over the seasons, the remit has evolved but remains steadfast in its dedication to sustainable and recycled fabrics (from Italian mills) and to the kind of detailing – ruching, draping (try the bodysuits) - that lend their pieces a life and identity. 

There’s an admirable ease about Tove style that does not try too hard. Some of our favourites include the Iana plunge front viscose jersey shirt dress that could be layered up or worn solo come evening. The grid check dolman sleeve Kemi coat is a great topper for spring, while the Cali jacket with a cinched waist and peplum frill is a short cut to achieving a couture silhouette with denims or a maxi skirt alike. In an era of overwhelm, these are pieces that cut gracefully to the chase.

London SS24 Show

@tovestudio // Instagram

Tove Giuliana tailored cotton blend top

@morganemaurice // Instagram

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“Pieces that are beautiful enough to make a statement, while never overwhelming the wearer."

Camille Perry


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