Reviewed: Why Fashion Girls Love Tove

Tove just might be the chicest new brand in London—perhaps in the entire UK—which is why it comes as no surprise that you’ll find it stocked in the closets of stylish women across the globe. Though it just launched in 2019, the minimalist-meets-romantic brand has already gained a cult following and stands out as one to watch. It counts celebrities and fashion insiders as fans. Katie Holmes, Elsa Hosk, and TyLynn Nguyen are just a few of the impeccably dressed women who have been spotted wearing its stunning pieces.

Founded by fashion alums Camille Perry and Holly Wright, former colleagues with 15 years of experience working in buying and design, the label is chock-full of easy-to-wear designs crafted with the modern woman in mind and intended to remain in your closet for years ahead—whether it’s a poplin dress with a gathered bodice, a flowy camisole, or a pair of perfectly tailored silk trousers. Interested to learn more about Tove and the women behind it, I spoke with Perry and Wright. Ahead, read our interview as they dive into how they’ve built such a stylish community, their hopes for the future of fashion, and the must-buy pieces from their collection that are destined to sell out.