Sometimes the silhouette of a dress becomes so pervasive that you almost don’t notice its dominance. Right now, the slinky, liquid maxi dresses that hug the body while leaving little to the imagination are in full swing. And a lot of that, at least judging by my social feeds, is an example of Tove.
Co-founders Camille Perry and Holly Wright have found serious success with the subtly sensual Italian viscose jersey and silk designs that roamed their spring runway in London last year. So they decided to own it for the fall. “We do well with these types of styles because they are still very covered and sophisticated, but there is also an element of sexiness to them,” said Wright. One of the standout designs in their latest collection was a gold-toned silk maxi dress with a shawl neck detail and cutouts on the arms; equally attractive was the ruffled viscose jersey style with an integrated cape at the back (it gives Dune press a tour).
The fact that they had to be viewed on a rack in a Parisian showroom with a parquet floor rather than on a catwalk in London did not diminish their impact. Pragmatism dictates Tove’s business decisions and designs: both women, industry veterans who met while working for Topshop, constantly talk about pieces that are as much ‘useful’ as they are ‘beautiful’. They admitted they had struggled to skip the runway in the fall, but ultimately spent show money on a campaign shoot to cement a new focus on digital marketing, as well as developing shoes with a Portuguese supplier.
The latter – consisting of a chic, easy loafer, a pointed mule and a 90s-style ankle boot with a heel in refined olive, burgundy and chestnut tones – will certainly contribute to the designers’ desire to “take that extra level” of refinement and brilliance. ” They aim for the thoughtful sleekness that has made The Row shoes so coveted, but without the four-figure price tag. To hear the duo obsessed with the just-so-almond toe of a flat loafer, the optimal supple leather for a boot that isn’t too precious to wear every day, well, they’ve done their homework.
Outerwear is another of Tove’s strong points, and an aubergine-colored trench coat looked assertive, while a black patchwork blanket coat offered a touch of whimsy, alongside double-sided wool styles. Meanwhile, there were office-friendly suits, whose sharp proportions followed fashion’s shift towards more fitted styles after years of oversized shapes, and a new hero jacket, the textured wool Uma. “We know we’ll live in that,” Perry said. “Perfect with jeans, perfect for a meeting, perfect for a night out with smart black trousers. It will bring everything together effortlessly.” The same can be said for pretty much everything on the racks.