“My phone pings every time we sell something,” said Wright. Their children might be too young to really understand what their mothers do, but they understand the significance of a ping. But we’ve been in the industry for a long time and that experience actually counts for something,” said Perry. “They work flexibly with us, which has given them an opportunity to stay in the industry if they have family. But the system works for them and their team of working mothers. Made from an eco-friendly cotton blend, it's an elevated take on comfortable, effortless dressing.

The pullover silhouette in black is sleeveless and has a side slit. It’s been wild!” added Perry, who lives in the east. The Ashley Dress is a figure-skimming dress with sleek lines and a stretchy, wide-rib knit.

“My kids are lying on rolls of fabric in the living room watching cartoons.” “And mine are parting clothes on rails to see the TV. “At the moment my house looks really interesting,” laughed Wright, who is based in the south-west of the city. Instead, Wright and Perry, who both have two children under the age of 10, work remotely, communicating with their team via WhatsApp from opposite sides of London. Such a concise offering seemed all the more impressive given the fact that the brand only has a permanent team of five, in addition to the co-founders, and no permanent studio space. They keep coming back to Tove for dresses that neatly tread the line between classic and cool, for coats with wide lapels that have a movie-star-off-duty appeal, for cute blouses and bodysuits that work under office tailoring and with denim for date night. Its devotees are the kind of women who wear shoes from The Row, jeans from Toteme, and knitwear from Uniqlo: they like minimalism, but with a hint of ingenuity, and at a price point that doesn’t cut too deep. Established in 2019 by designer Holly Wright and buyer Camille Perry, who met while working at Topshop back in the day when it pretty much defined London style, the label has built up a loyal coterie of customers and international stockists in an impressively compressed, Covid-dominated timeframe. Tove, which made its runway debut for fall 2023 in the alabaster-clad confines of Senate House, falls firmly in the second camp. (Think Roksanda Ilincic and Emilia Wickstead, and you’re on the right track.) But there’s a quieter fashion force at work in the city that places emphasis on polished eveningwear, beautifully constructed outerwear and sleek accessories-and which has a loyal and diverse customer base to boot. But it turns out that the celeb-adored brand also supplies a heavy dose of laid-back staples-beyond plaid shirts-that I'm convinced not enough people know about.ĭon't just let me try to prove why you need pieces from Rails in your life-see how celebrities from Alessandra Ambrosio to Pippa Middleton are styling the brand, and then shop their outfits along with our own Rails picks.London Fashion Week has rightly garnered a reputation for emerging talent that expresses itself in raw and revolutionary ways. The L.A.-based clothing brand is probably one you've heard of before its incredibly soft plaid shirts are what its known for. Easy enough, right? A little research later and I discovered Rails. While I was on the hunt for a brand I could rely on, I took this simple advice to heart: Find stylish celebrities whose overall style speaks to you and shop the pieces you've seen them wear. I wanted to invest in quality, well-made pieces that would last a while. So I set out to find a brand that made the staples my closet was missing. I've always been envious of those people who've nailed quality style staples because of how easily they're able to appear put-together no matter what, which is something my trend-heavy closet doesn't always allow me to do. Sure, I have one or maybe two tees that I wear on repeat, but what makes up the rest of my closet are more stylized trend pieces that feel pretty tied to each season.

I won't lie-when it comes to wardrobe basics like T-shirts, button-downs, and crew neck sweaters, I don't have it all figured out.

Rails dresses