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.
