SUITCASE Meets: Alex Eagle Of the Store X Soho House, Berlin

SUITCASE Meets: Alex Eagle Of the Store X Soho House, Berlin

Christabel MacGreevy talks to creative director Alex Eagle about her two new shops: The Store x SOHO House, Berlin & ALEX EAGLE, London, getting the inside scoop as both her friend and the London store’s part-time shop girl.

Store is a new 30,000 square foot retail and concept
workspace spread across the ground floor of Berlin’s Soho House. A
vast industrial interior contrasts with the colour and design of a
myriad luxury items: quirky contemporary furniture, Prism eyewear
and a truly great selection of the best of contemporary fashion.
Top picks on the clothes-front include Proenza, Yamamoto,
Demeulemeester, Trager Delaney and Alexander Wang. I clocked all of
this during my trip out to The Store as a brand ambassador, a
clever pre-opening scheme designed by Alex to get friends on board
with the development of the project by inviting them as guests to
shop and explore the space.

Both a huge plus for the hotel guests, and open to the passing
public, The Store x Soho House contains a café, a barber, a nail
bar, and a juice press. Recline with your head of hair in the care
of the excellent Barber & Parlour before trotting across the
room to The Store Kitchen for a wholesome and tasty organic plate.
There is even a workstation, complete with laptop plugs in the
beautiful New Tendency tables, welcoming visitors to settle down
and pass some time. The space is decorated with velvet sofas, a
well-curated selection of art books and unusual magazines, and
various greenery including large potted cactuses. Freshly cut
flowers and plant arrangements are available, care of Mary Lennox

On Walton street in London, the Alex Eagle lifestyle boutique is
located in a three-storey London terraced house, beautifully
conceived by interior designer Gianni Alen Buckley. Visitors are
greeted on entrance by an enormous chandelier and a window display
containing a rotating exhibition space known as WOW (for the Window
on Walton). This storefront project space is dedicated to
showcasing work by international artists that they feel do not have
a strong enough presence in London, and the installations change
every 2 months.

The vibe is cool, unfussy and clean; Alex Eagle has personally
collaborated with Jermyn St menswear brand New and Lingwood to make
smoking jackets, overcoats, brogues and slippers to the size and
fit of womenswear. She says, “I wanted to translate the attitude
men have to shopping. They invest in high-quality basics and only
buy something new when it needs to be replaced.” You can also find
Pallas two-piece girls’ suits, and pieces by Catherine Quin and
Christophe Lemaire. Other Alex Eagle collaborations include one
with Swaine Adeney Brigg, the luxury leather luggage maker, and the
Venetian glasswear brand Giberto.

Having worked in the fashion industry for the last decade, Alex
has become known as a tastemaker and keen proponent of new brands,
artists and ideas. All of this is visible in the charm, quirks and
aesthetic success of The Store, Berlin and ALEX EAGLE, London.

Who are some of your favourite picks, Alex?

I think Phoebe English is one of London’s most exciting talents
right now. Mauli Rituals is an Indian organic wellbeing line that
has a delicious mixture of things for the bath that balance and
calm the skin. I love the sacred union scent and dry oil for its
comforting and healing benefits. Sam McCoach, designer of Le Kilt,
makes beautiful modern interpretations of the classic Scottish
kilt, which have become part of my personal uniform.

What are you reading at the moment?

I love reading biographies. I just finished re-reading Peggy
Guggenheim’s Mistress of Modernism by Mary Dearborn. If I’m going
to read a book, I like to learn something in the process.

What else do you get up to in Berlin?

The Boros Bunker is a great place to soak up the history of the
city with an incredible contemporary art collection. And I love
wandering around the streets near The Store – Auguststrasse and
Linienstrasse have great galleries, shops and restaurants.

London is your home, what do you like to do there?

The RA is always worth visiting; the current Rubens show is
great. Pop via Pace Gallery next door as they always have something
great on. The Vinyl Factory space has great shows so I always check
in and see what’s going on there.

What can we expect to come from ALEX EAGLE, the brand?
What have been your inspirations for this line?

My own brand will be launching later this year. The concept for
the line was about stripping things back, creating a bit of order.
love Mondrian’s clean lines, Alexander Calder and Barbara
Hepworth for her feminine interpretation of that. And then you have
someone like Amelia Earhart – that period wasn’t just about women
dressing like men; they were doing things like men, taking

Savile Row and Jermyn Street are the originators of menswear,
and I love the architecture of the actual street, the mix of old
traditions and new tailors that have sprung up. That
quintessentially English feeling, mixed with cities like Berlin and
London where I have stores.

Who have been your style icons or figures in literature/
history you reference when looking for ideas?

Jil Sander and Joseph in the 90s, Sofia Coppola, the original
Calvin Klein. A time when a white shirt and black trousers was
enough. It’s going back to age-old classic menswear, which has been
the same for decades and decades.

How would you describe the ‘Alex Eagle woman’?

The line is supposed to be for every woman. My boyfriend’s
sister who is a lawyer has been wearing it, and so has his daughter
Liberty who is 13. It’s for all ages. It’s about simplicity and
ease. I wanted something that appeals to a classic dresser whether
she is a fashion woman or a businesswoman, or both. Something to
pick your kids up in, work in and travel in.

What do you look for in your favourite garments that you have
instilled in the ethos of your clothesline?

The focus is on fit, fabric and being timeless. I want to make
the cohesive building blocks for a working wardrobe. Simplicity.
Sleek. Pared back. Less is more. Ultimately, the chicest woman
looks like she has just thrown something on, and we are trying to
do that work for her.

Alex Eagle is also a hot place to pick up pieces of fine art.
The walls are adorned with Robert Mapplethorpe, Helmut Newton and
Irving Penn photographs as well as some casually placed plates by
Picasso. Design classics, such as a 1970s pink illuminating Ettore
Sottsass mirror is placed in a fitting room, and contemporary
furniture by Amma Studios and Andrianna Shamaris deck the

A few final questions…Your star sign and what you think that
supposedly says about you.

Gemini. There’s two of me.

Guilty pleasure?

Nancy Mitford and Mad Men.

Did you watch 50 Shades of Gray?

No, life is too short.

Favourite film?

The Talented Mr. Ripley. I love a stylish period drama, a
thriller and a visual feast. This is all three.

What music are you listening to today?

I unwind to Nina Simone. I love blues.

Best place you have travelled to recently?

Italy, time and time again. From the history of Venice to the
glamour of Rome, the lakes of the north to the rustic countryside
of Sicily and Tuscany.

The Lowdown

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