Last night saw a celebration for perhaps the chicest collaboration of the year so far, the one between Merit Beauty and Tove. With both brands known for their minimalist approaches to style, the team-up makes perfect sense. It has seen the British fashion label, known for its Quiet Luxury aesthetic, design a silk make-up bag where Merit products can be housed – and the the two have also together opened a special pop-up space in Mayfair.
In celebration of the occasion, plenty of A-list names attended a dinner at the new space on Thursday evening, where they all wore Tove’s sleek and minimal designs. This included actress Anna Shaffer who looked excellent in a tailored purple two-piece by the brand with black mules and feminine floral earrings.
We caught up with Shaffer as she was getting ready for the big event. She opened up about her style journey, how she has found confidence with fashion and some of her red-carpet highlights.
How do you decide which brands you want to work with?
“Usually by geeking out about brands I’m obsessed with and hoping they want to work with me! I’m a bit obsessive about clothes, they occupy far too big a space in my mind each day so I’ve always got a huge list of brands I’m desperate to wear.”
What makes Tove such a great fit for you and your personal style?
“I’ve been such a huge fan of Hollie and Camille since they launched Tove, lurking on waiting lists for sold-out pieces and I even have a couple of things in more than one colour. I love that the clothes have a sculptural, clean and chic silhouette whilst still feeling playful. Serious clothes but for women who don’t take themselves too seriously.”
How involved do you tend to be with the styling process?
“It’s something that’s really important to me, I see the way we get dressed as an extension of self so I always want to feel like I’m representing how I feel and what I want to convey with my outfits.”
What kind of fashion makes you feel your most confident?
“I always feel most confident when I’m in something that’s a bit more elevated and glamorous. It’s the perfect armour to take on whatever an evening or day might bring, and I love colour too. I always love a chic paired back look on other people but for my personal style I definitely think more is more. Why not?”
How has your style evolved over the years?
“I hope significantly! I used to be fond of bandage dresses of which I had several, and there was a particularly long and brutal peddle-pusher stage that I was reluctant to let go of but I don’t look back with too much shame. I’ve always been enamoured with dressing up and sometimes I’ve got it wrong but I think the older I get the more I understand my body and what I feel good in, which may not always be what’s on trend. Freeing myself from that has been so liberating, I dress for myself which means it’s usually eclectic, sometimes a bit mad but never boring.”
What has been your most memorable fashion moment in recent years and why?
“Working with Aimee Croysdill on a Miu Miu look for a red-carpet event last year was really special – it was the first time I’d really understand just what storytellers stylists are. Aimee created such a wonderful story behind the look that was celebrating British theatre. I’d just finished a run of London play myself and getting to celebrate theatre and fashion in my home town was perfect. I also love the Shushu/Tong look I wore for the 2022 Fashion Awards, it was super playful but still felt sexy and glamorous and I just felt totally me. Those moments where everything aligns are always memorable.”
Whose style have you always admired and why?
“I’m a die hard Tracee Ellis Ross fan , I think she always looks super fabulous and she doesn’t take it all too seriously which I love. And I love what Law Roach and Zendaya create together, just really fun and always gorgeous. I think celebrity stylist Sophie Lopez has great personal style and her clients always look great. And special mention to Alexa Chung, she’s the OG and she really never misses.”
What is your ideal getting-ready set-up?
“To be honest I am really bad at getting ready – left to my own devices there will be some kind of wardrobe explosion or floordrobe in every room and make-up everywhere. I’m much better when there’s a glam team taking charge. Ideally with a martini in hand.”
When do you feel most beautiful?
“I’ve always felt my best when I’m put together. I’m actually sort of hopeless at day-to-day dressing, my wardrobe is full of bonkers dresses for weddings or events but that’s how I’ve always felt most me and maybe it’s a bit cliched to say but I don’t think I’ve ever felt more beautiful than in my Vivienne Westwood wedding dress.”
Fashion has a reputation for being frivolous, but why does what we wear matter?
“What we wear is basically the first visual indicator of who we are trying to portray to the world. Getting dressed up and taking what we wear seriously isn’t for everyone, and that’s ok, but everyone has to get dressed in the morning so whether is conscious or not, we’re making a decision about who we want to be. We’ve chosen each item because it’s called out to us in some way, it’s almost energetic. It’s our costume, whether it be a white T-shirt and jeans or a ball gown – everyone deserves to wear something each day that says something about themselves. I don’t think that’s frivolous, I think that’s deeply human.”
Hair by Martha Mackintosh; make-up by Alina Samsonova and imagery shot by Holly Molloy at the Penthouse Suite at The Londoner Hotel.