Tove’s pre-fall 2025 collection had been in a state of flux until now. Ready and waiting to be revealed for some time, the release was put on hold, owing to fears it would be replicated by retailers, as has been the case in the recent past. So much so, they’ve taken legal action. “We had to protect it,” founders Camille Perry and Holly Wright said at a preview. “We’re giving them loads of inspiration before we’ve even had the chance to sell it ourselves.” In the digital age this is, rather disappointingly, to be expected.
For Perry and Wright, pre-fall felt like a “representation of signatures.” Newness arrived in the form of higher hemlines and fresh takes on their interlaced knitwear––accented with custom textured-metal buttons. A new enveloping silhouette seen throughout was, while effortless as an end product, the result of a labor-intensive draping exercise, realized in various fabrications including supple leather and sequins (the latter was a Tove first). A scarlet, single-breasted wool coat that hits the shins is one of their favorite looks. “There’s an ease to everything,” they said.
With a background working at Topshop (where they met), Perry and Wright are familiar with the nature of copy culture on the high street. But they stress that nowadays, it feels more prevalent. “It was much more about capturing a moment,” Perry said about conjuring a certain mood, something they strive to do at Tove.
Tove customers, a loyal cohort, will be pleased that pre-fall is finally here—available via the “see-now, buy-now” model that many brands have adopted to ensure they can own the sales at the time of a debut. Even if this collection is mimicked, Perry and Wright have created a world (beyond the clothes themselves) that women want to invest in.