I Think This Little-Known Label Creates the Coolest Dresses

April 10, 2022 at 06:01AM

As a fashion editor, you learn to spot a trend or hero piece like you would spot your own family in a crowd. Certain items, or maybe a whole brand are so good, they can go from a low buzz to suddenly being everywhere within weeks. It starts snowballing with various influencers, editors and celebs cottoning on, and in no time you have a cult piece or new must-have label on your hands—  it’s our job to report them back to you (of course).

Over the last few years, one dress brand in particular has been seemingly taking over not only editors’ wardrobes but also influencers’. It all started with Tove’s Ceres Tie-Detail midi dress, a gathered cotton style with beautiful ruching and tie details, which now comes in different iterations from midi and mini dresses to tops in an array of materials and colours.

It’s been spotted on the likes of Lucy Williams, Bettina Looney and Monikh Dale (to name a few) and you can bet it will be making more appearances on the most stylish Instagram feeds this summer. I invested in the yellow version last year and I can personally vouch for the incredible quality. I wore it to every one of the five weddings I attended, as well as on holidays and during summer in the city with chunky sandals and I plan on doing the same this year. Not only does it make me feel great but the compliments it receives proves what an impact a simple style can make.

Launched in 2019, it’s clear that Tove has captured the attention of the fashion set already and we are hardly surprised. The brainchild of Topshop alumni Camille Perry and Holly Wright, the designers clearly have a knack for knowing what will resonate with customers. All of the brand’s modern, contemporary designs feel exciting yet approachable, with quality and craftsmanship to last for seasons to come. 

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This year, the whole collection from the brand looks set be a hit, but the new Sirena dress in particular— a similar but fresh take on the Ceres shape— has some serious potential to become the most covetable style of the summer.

Keep scrolling to see how the style set are wearing Tove, then shop your favourite pieces for spring. 

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Opening Image: @monikh

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Next up, the biggest S/S 21 fashion trends you need to know. 

Author Emily Dawes | Whowhatwear
Selected by CWC

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