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…

Alex Eagle’s Fashionable Guide to Soho

The best hotel to stay in Soho?

Claridge’s, just a stone’s throw away from Soho. But
Ham
Yard Hotel in Soho is also great.

What’s your favourite spot for a breakfast meeting and what do
you order?

The
Wolseley, egg and soldiers. If it needs to be Soho then Dean
Street Townhouse, egg and soldiers.

Where would you grab a coffee to-go?

Flat
White on Berwick Street.

A hidden gem in Soho is …

The
Society Club – a fabulous tiny members’ club selling the most
delicious cocktails and a brilliant array of first-edition and
coffee-table books.

Where would you head for a healthy lunch?

Mildreds.

You have an afternoon free in Soho, what do you do?

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.

For a blow-dry or manicure pre-dinner?

Josh
Wood.

Favourite independent stores in Soho?

Palace for skate wear, books from The Society Club,
music from Phonica Records. Yorica! is also a delicious vegan
ice-cream shop.

A Soho icon is…

The Brewer Street car park.

Where would you book for a dinner with friends?

Bocca di
Lupo.

And for a business dinner?

HIX Soho.

What’s your favourite bar or pub?

The
Groucho Club.

Where would you end up dancing?

My loft.

You can’t leave Soho without…

Being inspired.

Alex

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.