From a dance-inspired cult chiffon dress to fluid jersey pieces paired with perfectly cut trousers, Tove has been making inroads into most women’s wardrobes with pieces that will last a lifetime. Thanks to chic silhouettes and rich fabrics, the brand is renowned for transcending both time and trends, so it can be easy to forget that it’s still in its fashion infancy. Camille Perry and Holly Wright only launched the first collection in 2019, but fast forward six years and the duo are fresh off a 2025 British Fashion Council Fashion Trust award win, and finally taking a (much-demanded) next step: their own pop-up, a physical shop. 

Termed a “residency”, with the space feeling more apartment than boutique, its location in Mayfair took time to find and secure. Camille and Holly had spent a while looking for the perfect spot, and in the words of the duo, they found Mayfair to offer the perfect environment. As a timeless yet characterful backdrop for the brand, the area’s “rich history and architectural elegance provided the perfect setting for our woman to interact with the full breadth of our collections”. 

The space itself reflects Tove’s minimalist aesthetic, showcasing Grace Coddington’s memoir (obviously a muse!) alongside gorgeous pottery and florals. It is at once a retail space and a reflection of Tove’s philosophy - clean lines, delicious fabrics and room to breathe.

The residency will delight both new and loyal customers alike, as it features their latest ready-to-wear collections alongside exclusive in-store experiences. Private appointments are also available for anyone who wants a more bespoke interaction with the brand.

Tove’s residency is open from 18th November - 1st December 2025 and you can find out more here.