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.