TOVE
22 dresses
TOVE is a London label from Camille Perry and Holly Wright, who spent about seven years together at Topshop, one on the buying side and one on design, before starting their own brand just ahead of the pandemic. The name is Danish and means strength and beauty, and the idea was to fill the space between premium and luxury, with minimal, refined, feminine clothes in silk and other quality fabrics. This is mainly a ready-to-wear label rather than a bridal house, so the dresses suit a simple wedding, a registry office or a rehearsal dinner better than a traditional ballgown moment. The founders talk about pieces that work hard for the wearer, and in practice that means clean shapes you could wear again. Most dresses in our catalog fall between about $500 and $1,500, with a median around $650, which is well under couture bridal.
