16 January, 2018
With a varied background in fashion, she has strayed from taking her company down the typical path. Her brand refrains from playing into fast fashion and she's unfazed by cookie-cutter trends which detract from individualism. It's about meaningful pieces made to last. She styles the woman who's fearless, classic and wants the task of getting dressed to be seamless - the woman who cares about quality, not quantity.
Alex's immaculate taste for visually pleasing pieces had us wondering about the places she's enamoured with in London's Soho...
Claridge's, just a stone's throw away from Soho. But Ham Yard Hotel in Soho is also great.
The Wolseley, egg and soldiers. If it needs to be Soho then Dean Street Townhouse, egg and soldiers.
Flat White on Berwick Street.
The Society Club - a fabulous tiny members' club selling the most delicious cocktails and a brilliant array of first-edition and coffee-table books.
I love being at the [Alex Eagle] Studio with the team, friends and clients who pop by - it never feels like work. I also love watching the world go by from the courtyard of the Ham Yard Hotel. The Curzon Soho screens a brilliant selection of films, while I could browse Phonica Records forever.
Palace for skate wear, books from The Society Club, music from Phonica Records. Yorica! is also a delicious vegan ice-cream shop.
The Brewer Street car park.
My loft.
Being inspired.
Alex Eagle is a collector of all things timeless. Her knack for curating collections of simple, well-crafted clothes, home goods, books and art has landed her two stores - one in London and one in Berlin- both of which are anything but ordinary. Her shops feel more like a friend's inspiring apartment - open, light-soaked spaces that are inviting, clean and simple. It's a place to not only shop, but rather one to create and socialise.