All clothing worn throughout by TOVE, jewellery by MISHO
A Portrait of the TOVE Woman
/ interview / FASHION
photography NATASHA WRAY
styling DES LEWIS
words LAILA ROSE
model SAL AT STORM
make up and hair CELIA EVANS
set design KIMBERLEY HARDING
casting BELLA ROBINSON
photography assistant BELLA GALLIANO-HALE
Fashion moves quickly these days. Collections appear almost as soon as the last ones disappear, and the industry seems to reward whoever can shout the loudest. Against that backdrop, TOVE Studio feels refreshingly composed.
Founded by Holly Wright and Camille Perry, the London-based label has built a following for its restrained silhouettes and thoughtful fabrics. The clothes are deliberate, not reactive. Pieces designed to live with a woman, in particular, the TOVE woman.
This woman they design for is not abstract. In fact, she is someone they know well.
Shoes by Jude
“She’s really like us and like the women around us,” they explain. “She’s intelligent, worldly and moving through a lot in her life - work, family, friendships, community. We’re really just creating a wardrobe that helps her move through all of that more seamlessly.”
They often describe this approach as “intelligent dressing.” The phrase captures the spirit of TOVE’s collections: clothing that feels calm, versatile and quietly assured. The brand’s name itself carries this elegance. TOVE is derived from a Danish name associated with beauty and strength, two qualities that feel instinctively aligned with the brand’s sensibility. Since launching the label, Wright and Perry have developed a vision of femininity that is confident but understated - less about performance, more about presence.
Their partnership reflects a similar sense of ease. Wright leads the creative direction of the collections, while Perry oversees the business's strategic growth. The division of roles developed naturally from their backgrounds: Wright in design, Perry in buying, though the line between the two is rarely rigid.
Shoes by Jude
“We’ve worked together for such a long time that a lot doesn’t even need to be said,” they explain. “We share a very similar vision for the brand, so much of it becomes instinctive.”
That shared instinct has guided the label’s gradual expansion. Today, TOVE is stocked by major retailers including Harrods and Selfridges, and its international presence continues to grow. Yet Wright and Perry remain noticeably uninterested in fashion’s louder forms of visibility.
“It’s easy to get caught up in the noise,” they reflect. “But the most successful brands aren’t always the buzziest ones. Sometimes the loudest voices are just a flash in the pan.”
Longevity, rather than hype, remains their focus. They speak fondly of a time when collections arrived with a sense of anticipation, when garments felt carefully crafted and thoughtfully introduced to the world.
“That’s really the space we want to exist in,” they say.
Shoes by Tove
For Spring/Summer 2026, that philosophy evolves gently. The TOVE woman feels a little more sensual this season: sheer fabrics, soft textures and glimpses of skin appear in the collection, though always with the restraint the brand has become known for. The effect is subtle, almost whispered - sensuality expressed through confidence.
In a fashion landscape defined by speed and spectacle, Wright and Perry seem content to move at their own pace. The clothes follow that rhythm: composed, deliberate, and built to stay with the women who wear them.
Not the loudest voice in the room, perhaps - but one designed to last.
