TOVE

Style keywords
About the brand
TOVE is a London-based contemporary womenswear brand founded in 2019 by fashion industry veterans Camille Perry and Holly Wright, who combined their 30+ years of experience as former head of buying and head of design respectively. Named after the Danish word meaning "strength and beauty," TOVE emerged from the founders' vision to fill a gap in the luxury market, creating timeless, sustainable pieces that seamlessly transition between professional and social occasions. The brand has quickly gained cult status among fashion insiders and celebrities like Katie Holmes, thanks to its clean, minimalist aesthetic that balances modernity with femininity. TOVE's philosophy centers on creating versatile wardrobe essentials using luxurious fabrics like organic cotton and silk, produced in small, considered batches to minimize waste. Each piece is meticulously designed for the modern woman's busy lifestyle, offering refined, pared-back styling that works hard within the context of a capsule wardrobe while maintaining the brand's commitment to sustainability and exceptional craftsmanship.
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Products from TOVE
TOVE
Vivien one-shoulder ruched metallic knitted maxi dress
$443
$1,475
Net-a-Porter
TOVE
Rayssa strapless stretch-jersey maxi dress
$369
$1,230
Net-a-Porter
TOVE
Delphine gathered cotton-blend midi dress
$441
$735
Mytheresa
TOVE
Iana V-neck maxi dress
$553
$790
Mytheresa
TOVE
Iana gathered jersey maxi dress
$632
$790
Mytheresa
TOVE
Solene cotton poplin midi dress
$581
$830
Mytheresa
TOVE
Lauryn strapless cotton-blend midi dress
$672
$840
Mytheresa
TOVE
Solene cotton-blend midi dress
$527
$754
Mytheresa
TOVE
Ceres gathered cotton midi dress
$563
$805
Mytheresa
TOVE
Beline lace and silk-satin maxi dress
$647
$2,155
Net-a-Porter
TOVE
Riya draped linen maxi dress
$1,095
$1,565
Mytheresa
TOVE
Bridal Sabella linen maxi dress
$1,410
Mytheresa
TOVE
Quinn cotton midi dress
$647
$925
Mytheresa
TOVE
Dipti strapless tie-front stretch linen and cotton-blend mini dress
$233
$775
Net-a-Porter
TOVE
Lauryn cotton-blend poplin midi dress
$180
$600
Net-a-Porter
TOVE
Inez draped gown
$959
$1,370
Mytheresa
TOVE
Africa crêpe jersey maxi dress
$822
$1,370
Mytheresa
TOVE
Cate strapless maxi dress
$315
$630
Mytheresa
TOVE
Eula jersey corset dress
$598
$1,495
Mytheresa
TOVE
Alba strapless denim midi dress
$435
$870
Mytheresa
TOVE
Lucie lace shirt
$359
$1,195
Net-a-Porter
TOVE
Jennifer cutout stretch-crepe bodysuit
$215
$715
Net-a-Porter
TOVE
Raynara strapless gathered satin top
$554
$1,845
Net-a-Porter
TOVE
Ailin draped cotton midi dress
$453
$755
Mytheresa
TOVE
Rumer wool-blend shirt
$315
$630
Mytheresa
TOVE
Petra one-shoulder linen top
$397
$795
Mytheresa
TOVE
Damita striped cotton shirt
$315
$630
Mytheresa
TOVE
Izel strapless linen top
$695
Mytheresa
TOVE
Arya cotton wrap top
$332
$665
Mytheresa
TOVE
Edel draped top
$600
$750
Mytheresa
TOVE
Edel draped top
$525
$750
Mytheresa
TOVE
Tuiren draped linen and cotton-blend top
$522
$870
Mytheresa
TOVE
Destry gathered cotton poplin top
$315
$630
Mytheresa
TOVE
Sofie recycled mid-rise straight-leg jeans
$246
$410
Net-a-Porter
TOVE
Marlo high-rise straight-leg jeans
$123
$410
Net-a-Porter
TOVE
Aldar crepe wrap blazer
$506
$1,685
Net-a-Porter
TOVE
Selena crepe blazer
$518
$1,295
Net-a-Porter
TOVE
Sera denim midi skirt
$137
$455
Net-a-Porter
TOVE
Emery wool-blend pants
$298
$995
Mytheresa
TOVE
Auden high-rise wide-leg pants
$525
$875
Mytheresa
What Makes TOVE a Strong Contemporary Luxury Wardrobe Brand?
TOVE is one of the most complete wardrobe brands operating in the contemporary luxury space right now. Founded by two fashion industry veterans with over 30 years of combined experience in buying and design, the brand has the range to back up its positioning: dresses spanning cotton poplin midis and hammered silk maxis, a full denim offering including straight jeans, wide-leg styles, and denim skirts, tailoring across blazers, trench coats, and wide-leg trousers, and a footwear category with leather sandals and ballet flats. The Iana, Ceres, and Solene dresses are the most versatile entry points, while the Caroline one-shoulder hammered-silk maxi and the Beline lace and silk-satin maxi represent the brand at its most occasion-ready.
Why Is TOVE Popular for Occasion Dressing?
The brand also has a bridal offering through the Bridal Sabella linen maxi dress, designed for brides who want something understated and refined over traditional. TOVE produces in small, considered batches using organic cotton, silk, and linen, and the current sale pricing across Net-a-Porter and Mytheresa brings a significant portion of the range to well under half of retail. For shoppers who want a capsule-friendly, sustainability-conscious wardrobe brand with genuine depth across categories, TOVE is one of the best options available at this price point. Comparable aesthetics can be found at Fforme, Victoria Beckham, Róhe, and SIR on Plush.
Frequently Asked Questions
TOVE sits in the accessible luxury tier, with most pieces ranging from under $300 on sale to around $1,500 for silk and lace occasion pieces at full retail. The brand is produced in small batches using organic and natural fabrics, and the depth of the range across categories means each piece works harder within a wardrobe rather than existing as a standalone purchase. The consistent sale availability across Net-a-Porter and Mytheresa also means the brand is frequently accessible at well under retail, which strengthens the value case considerably.
TOVE generally runs true to size. The jersey and stretch styles are the most accommodating across fits. The tailored pieces, including blazers and structured trousers, follow a cleaner line and sizing up is recommended if you prefer more room through the shoulders or torso. Linen and cotton styles may have minimal give, so checking the specific size guide on the retailer's product page before purchasing structured pieces is recommended.
TOVE is available through Net-a-Porter and Mytheresa. On Plush, you can browse the full available range across both retailers in one place with live sale pricing shown for each piece.
The range covers professional dressing through to formal occasion wear. The cotton and jersey dresses, linen and cotton separates, and tailored trousers work well for office and smart casual settings. The hammered silk, satin, and lace pieces step up for dinners, events, and celebrations. The bridal Sabella linen maxi dress is designed for brides who want something refined and minimal. The brand's stated purpose is pieces that transition seamlessly between professional and social occasions, and the range is designed accordingly.
Sustainability is built into TOVE's operating model from the ground up. The brand produces in small, considered batches to minimise waste, uses organic cotton, silk, and linen across most of its range, and designs pieces intended to serve as long-term wardrobe essentials rather than seasonal turnover. The recycled denim styles, including the Sofie recycled mid-rise straight-leg jeans and the Everly high-rise straight-leg organic jeans, reflect a concrete commitment to material accountability rather than just brand positioning.
Fforme shares the pared-back minimalist approach but operates at a higher price point with a more editorial focus. Victoria Beckham occupies the contemporary minimalist space with different category strengths. TOVE is the most complete of the group in terms of wardrobe breadth, covering dresses, denim, tailoring, outerwear, and footwear with consistent quality across all categories.
Return policies vary by retailer. Net-a-Porter offers returns within 28 days, while Mytheresa allows returns within 30 days for eligible items in original condition with tags attached. TOVE accepts returns within 14 days of delivery for refund requests. Each product listing on Plush identifies the source retailer so you can review the applicable terms before purchasing.























































