TOVE

Under the Radar

Trendiness score

34 of 100

Popularity score

50 of 100

London

https://tove-studio.com

Style keywords

Modern

Feminine

Minimalist

Versatile

Refined

About the brand

Tove is a London-based contemporary womenswear brand founded in 2019 by fashion industry veterans Camille Perry and Holly Wright, former colleagues from Topshop who served as heads of buying and design respectively[1][2]. The duo identified a gap in the fashion landscape between accessible and luxury brands, creating pieces that balance modern femininity with effortless elegance[1][2]. The brand quickly gained a cult following among fashion insiders and celebrities like Katie Holmes, becoming known for its versatile, refined designs that work seamlessly across different occasions[2][3]. Tove focuses on creating timeless pieces using sustainable practices and high-quality materials like GOTS-certified cotton and silk, designed to remain in wardrobes for years[3][9]. The brand's philosophy centers on making clothes for busy, modern women who need instantly stylish, easy-to-wear pieces that transition effortlessly from work to social events[1][2].

London

https://tove-studio.com

Instagram

127k followersOpen in app

What people are saying

NET-A-PORTER

Choose from maxi dresses made from quality materials such as silk and cotton, and the attention to detail you'd expect.

Sep, 2025

Mytheresa

The fabrics are selected for their quality, ensuring that every garment drapes beautifully and feels sumptuous against the skin.

Sep, 2025

Harper's BAZAAR

The Tove woman is more interested in cultivating a life than a wardrobe – and more noticeable for the way she moves through the world than what she is wearing.

Sep, 2024

Harper's BAZAAR

Known best for their minimalism and clean lines, they wanted to show that this can be mixed with femininity – women can have this balance. To them, Tove is: 'Precise but imperfect. Dressed up but worn in. Always polished, never contrived.'

Sep, 2024

Harper's BAZAAR

The Elodine Dress with its relaxed cocoon silhouette in tumbled Italian cotton is a collection favourite. Perfect for day to evening dressing. We know we will live in this come summer.

Sep, 2024

Harper's BAZAAR

It is definitely a hero piece from the collection for me. Such a statement and perfect for the start of the season.

Sep, 2024

Harper's BAZAAR

Quiet Luxury is definitely not a trend – in fact, it's the biggest anti-trend there is. To us, it's just about investing in beautiful, timeless pieces, those which have real longevity.

Mar, 2024

Harper's BAZAAR

This collection sees Tove build on the last few with plenty of ruched jersey dresses in earthy tones, chic grey tailoring, lots of great coats and, for the first time, footwear.

Mar, 2024

Harper's BAZAAR

It's really sexy, but you're actually completely covered, and the dress is quite fitted so it feels very modern.

Mar, 2024

Harper's BAZAAR

It is really instinctive – we are so clear on who the Tove woman is, where she's going, what she's doing, how she's moving through life – and we just hold her in our mind all the time. I think that's why the DNA of the brand is so strong...

Mar, 2024

NET-A-PORTER

Choose from maxi dresses made from quality materials such as silk and cotton, and the attention to detail you'd expect.

Sep, 2025

Mytheresa

The fabrics are selected for their quality, ensuring that every garment drapes beautifully and feels sumptuous against the skin.

Sep, 2025

Harper's BAZAAR

The Tove woman is more interested in cultivating a life than a wardrobe – and more noticeable for the way she moves through the world than what she is wearing.

Sep, 2024

Harper's BAZAAR

Known best for their minimalism and clean lines, they wanted to show that this can be mixed with femininity – women can have this balance. To them, Tove is: 'Precise but imperfect. Dressed up but worn in. Always polished, never contrived.'

Sep, 2024

Harper's BAZAAR

The Elodine Dress with its relaxed cocoon silhouette in tumbled Italian cotton is a collection favourite. Perfect for day to evening dressing. We know we will live in this come summer.

Sep, 2024

Harper's BAZAAR

It is definitely a hero piece from the collection for me. Such a statement and perfect for the start of the season.

Sep, 2024

Harper's BAZAAR

Quiet Luxury is definitely not a trend – in fact, it's the biggest anti-trend there is. To us, it's just about investing in beautiful, timeless pieces, those which have real longevity.

Mar, 2024

Harper's BAZAAR

This collection sees Tove build on the last few with plenty of ruched jersey dresses in earthy tones, chic grey tailoring, lots of great coats and, for the first time, footwear.

Mar, 2024

Harper's BAZAAR

It's really sexy, but you're actually completely covered, and the dress is quite fitted so it feels very modern.

Mar, 2024

Harper's BAZAAR

It is really instinctive – we are so clear on who the Tove woman is, where she's going, what she's doing, how she's moving through life – and we just hold her in our mind all the time. I think that's why the DNA of the brand is so strong...

Mar, 2024