On Our Radar is a Who What Wear series highlighting on-the-rise fashion brands we have our eye on.
Tove just might be the chicest new brand in London—perhaps in the entire UK—which is why it comes as no surprise that you’ll find it stocked in the closets of stylish women across the globe. Though it just launched in 2019, the minimalist-meets-romantic brand has already gained a cult following and stands out as one to watch. It counts celebrities and fashion insiders as fans. Katie Holmes, Elsa Hosk, and TyLynn Nguyen are just a few of the impeccably dressed women who have been spotted wearing its stunning pieces.
Founded by fashion alums Camille Perry and Holly Wright, former colleagues with 15 years of experience working in buying and design, the label is chock-full of easy-to-wear designs crafted with the modern woman in mind and intended to remain in your closet