Tove, the brand launched by two ex-Topshop employees, is the name on every editor’s wishlist after stunning London Fashion Week debut

If you’re yet to have shopped from – or even heard of – the fashion brand Tove, then listen up.

For those who consider themselves relatively well-versed in the ritual that is fashion week, you’ll know that there’s something of a perfected formula that’s rolled our for the seasonal showcase twice a year.

It’s always in February and September, it always runs from Friday to Tuesday, it always follows New York and is followed by Milan, it always runs (at least) half an hour behind schedule, it always hosts some pretty major street style, and there’s always endless creative excellence taking to the runway. 

However, there are occasionally surprises that make one season stand out from those before it. 

Sometimes it’s a live orchestra (oftentimes, if you’re Richard Quinn), sometimes it’s Olympic divers (à la Rejina Pyo), sometimes its an  finale (we’re looking at you, Nensi Dojaka), and sometimes it’s a new label on the schedule making such a spectacular runway debut that it becomes one of the stand-out shows of the entire season. And that’s exactly what just happened for Tove.

Founded by Camille Perry and Holly Wright (Topshop’s ex-head of buying and head of design respectively) in 2019, the brand was gearing up to stage its big runway debut last season before making the difficult decision to cancel last minute following the news of the Queen’s death. 

So while the label may only be just over three years old, this week’s showcase has been a long time coming. And boy was it worth the wait.

Bursting full of clothes you truly want to wear – no mean feat when headlines and social media insist on chasing down the most extrovert looks, making it all the more tempting to stage a dramatic performance rather than a wearable collection – Perry and Wright’s debut runway may have been shown to press and influencers, but it was directly speaking to their customer.