Each month ELLE UK puts a spotlight on small fashion brands. This month, we speak to London-based Camille Perry and Holly Wright, who founded Tove.
Easy. That’s the defining idea behind designers Camille Perry and Holly Wright’s brand Tove, founded in London in 2019. ‘Your dress should work hard, not you,’ says Wright, 39, who met Perry, 44, when the pair held senior positions at Topshop as the heads of buying and design, respectively.
The duo aims to make what busy women want: ‘An amazing dress that you can wear on holiday, or for dinner, or for work,’ says Perry. And they’re meeting that goal, producing simple, versatile styles, mostly using Global Organic Textile Standard-certified cotton and silk, with considered silhouettes and stitching.
As two London-based parents, they are, in many ways, their own target market, used to hunting out sleek styles while being mindful of how they’re made, how much they cost, and how many times they can be worn.
Tove fuses minimalism and classic femininity with ease for a range of body shapes (‘Holly is tall, I’m petite, so we have to think about that,’ Perry laughs). Style-wise, it’s between The Row and Rejina Pyo, with the latter’s way with sharp colour (citrus shades, bright blue, crisp white). But, unlike its luxury peers, Tove won’t break the bank (its Clara dress is £395).
As well as being a social-media hit, Tove is beloved by stars such as Vanessa Kirby and Gabrielle Union. Net-A-Porter was an early supporter, reporting incredible sales, despite the pandemic. ‘People have been taking a more considered approach to buying, choosing pieces that they can wear for years. Tove offers that,’ says Libby Page, Net-A-Porter’s senior fashion market editor.
Shop Tove Now
TOVE Maren asymmetric silk-crepon dress
TOVE Ceres Tie-detailed Gathered Cotton-poplin Midi Dress In Marigold
£414.00
The brand has a social conscience, too. Mindful of the devastating effect of the pandemic, the duo donated a portion of their proceeds to Women’s Aid. Being a small, UK-based independent business allows them to quickly adapt to events: ‘Because we’re a small team, we have the freedom to do things that mean a lot to us,’ Perry says.
Next up? Shoes. With Tove dresses, outerwear and denim all down pat, the pair are ready to complete the look. And we have no doubt their shoes will also make our lives… easy.
This article appears in the August 2021 edition of ELLE UK.
