TOVE: Crafting Modern Femininity

Launched in 2019, TOVE has swiftly garnered a devoted following worldwide with its minimalist yet timeless approach to modern femininity.

Founders Camille Perry and Holly Wright reflect on their journey to success, having celebrated their most fruitful season in 2020. Despite launching just two years ago, TOVE has become a favourite among fashion tastemakers, owing not only to its impeccable design but also to Perry and Wright's astute business acumen.

Formerly colleagues at TopShop, Perry and Wright harboured the idea of starting their own label for years before taking the leap. Their careful consideration of the market and dedication to their vision have proven instrumental in TOVE's rapid ascent. Perry emphasises the label's focus on understanding their customer's needs, shaping their collections accordingly to offer a wardrobe that truly resonates with modern women.