The Tamesis
Tove’s Camille Perry and Holly Wright have decided to give up the show this season to focus on their global business, specifically the US and Middle East markets. When creative director Wright considered expansion, she had to look internally and think about what would make Tove stand out among all the other minimalist women’s clothing brands in the world.
She discovered the Britishness of the brand and the eccentricities and imperfections of the culture within it. “As a country, I think we do celebrate differences and quirks. That’s a big part of who we are as a brand. We find beauty in independence, confidence and subtle rebellion,” Wright said.
The result is their best collection yet: an extremely clean edit of hero pieces that not only make up a complete wardrobe, but can be styled in multiple ways for wear from day to night. The most eye-catching are the gray wool men’s trousers with a twisted bow on the front, which can be paired with the brand’s shirts. The twisted bow waist also appears on the skirt. In addition to the gray wool version, there is also a crepe viscose bow skirt in burgundy and turquoise.
Worth mentioning are the backless cashmere sweater and red wool skirt set, which are likely to be bestsellers. Highlights from the show included a gold strapless maxi dress that draped so much that it was almost fluid, and three sculptural pieces (a jacket, a skirt and a slip dress) made from red hand-cut, pleated ribbons embroidered in black silk for contrast.
Tove has launched a new bag in this series called Ada. It comes in three colorways – black crocodile in calfskin; black or brown nappa leather – and has a shape somewhat reminiscent of the bags carried by Queen Elizabeth II. It’s the faintest nod to Tove’s Britishness, and makes the series all the more endearing.
