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Camille Perry and Holly Wright of Tove decided to forgo a show this season to focus on their global business, particularly the US and Middle East markets. As creative director Wright was considering their expansion, she had to look internally and consider what really makes Tove stand out against all the other minimalist womenswear brands of the world.
She landed on the brand’s Britishness and the eccentricity and imperfection of the culture within. “As a nation, I think we really celebrate differences and quirks. It’s a big part of who we are as a brand too. We find the beauty in independence, self-assuredness and subtle rebellion,” Wright said.
It resulted in their best collection yet: an extremely concise edit of hero items that make a complete wardrobe but can also be styled in a myriad of ways and worn from day to night. Among the many standouts were the gray wool menswear trousers with the twisted bow front that can be paired with a shirt of the same make. The twisted bow waist was also found on skirts. Besides the gray wool version, there were plum and turquoise bow skirts in crepe viscose.
Honorable mention goes to the backless cashmere sweaters and the red wool skirt suit that will most likely be bestsellers. On the occasion front, highlights included a gold strapless column gown draped so it appeared almost liquid and three sculptural pieces (a jacket, a skirt and a halter dress) made of red hand-cut, crinkled, satin ribbon that had been embroidered through black silk for contrast.
With this collection Tove launched a new bag called Ada. It came in three colorways—black croc made of calf leather; black or brown nappa leather—and its shape was slightly reminiscent of the bags carried by Queen Elizabeth II. It was the faintest nod to Tove’s Britishness and made the collection all that more endearing.
