alex eagle by robbie lawrencePhoto by Robbie Lawrence

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 create, socialise and have a pressed juice or two.

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, the site of London Fashion Week

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.

What do you think about the move back to Soho for LFW?

I think it’s wonderful to have LFW in London’s bustling beating heart of Soho – and it sounds strange but the Brewer Street car park is one of my very favourite buildings in London.

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?


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.

Where would you go to buy a last-minute outfit for Fashion Week?

Alex Eagle Studio, of course!

For a blow-dry or manicure before the shows?

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.

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