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My Fashion Life: Independent retailer Alex Eagle

Alex Eagle is an independent retailer who is changing the way people shop with her curated spaces. Her London store Alex Eagle Studio, as well as other projects that include The Store x Soho House Berlin, are social shopping spaces where everything is for sale, from clothing, to food and drink, and even the furniture you sit on.


Alex eagle crop2

Alex Eagle

What is the Alex Eagle Studio?

Alex Eagle Studio is a light-filled, warm, inviting space designed like a home where everything is for sale.

You are also creative director of The Store x Soho House Berlin. What is this?

Operating at the crossroads of art, culture, lifestyle and fashion, The Store offers a new kind of retail, creative and social experience. What sets The Store apart are its unique collaborations with some of the world’s finest artists, fashion designers, craftsmen, chefs and creatives from all walks of life.

Your stores are an example of how shops are changing. What do you think shops will be like in 10 years’ time?

I think there will be a divide between large online all-encompassing websites and a curated edit of small, inspiring, interesting spaces to spend time in to work, hang out, shop and host events. People will crave things that are special, hard to find and rare from stores that they actually step into.

Do you think online will ever take over?

No. It’s part of the whole. Both physical spaces and online are important and serve different needs. Online is wonderful for convenience and immediacy. Physical spaces give you a completely different experience. They balance one another out and online pushes physical spaces to be more creative and interesting.

Tell us about your own brand

Turning 30, I saw a gap and wanted more than ever to create a wardrobe that I could invest in, focusing on fabrics and fits that meant getting dressed was easy. I still wanted it to look and feel expensive without caring about logos. With everything being so seasonal and on sale so fast, it was hard to [find a] place for classic, timeless pieces. If you remove the prospect of wholesale or items going on sale in the future, you can accurately reflect the value of the craftsmanship, material and design that go into a piece, which makes the pricing consistent.


Alex Eagle Studio, London

Alex Eagle Studio, London

Alex Eagle Studio, London

You’ve done several collaborations. Why collaborate?

At the beginning, I wanted to do everything but I quickly realised that you could work with experts in their field. Why develop things from scratch? Why not just tweak something to make it new? For example, [gentlemen’s outfitters] New & Lingwood has been making its products for 150 years, so why not use its know-how and help push them to a new market? It’s mutually supportive.

How do you find the brands you stock?

On my trips round the world, I look for the components missing from my home or life, and then then seek them out on my travels. I also find brands on Instagram. I am constantly on the hunt, wherever I am.

What’s the best piece of business advice you’ve ever been given?

Trust your gut.

If you weren’t working in fashion what would you be doing?

Interior and furniture design.

What would we find you doing at the weekend?

Hanging out with my family, walking, swimming and going to galleries and working in my shop.

Tell us something about you no one knows

I had a brief job in an asset management company.


Favourite clothing brand?

My own brand – I designed it to fit my life.

Favourite places to shop?

Mouki Mou, Egg, The Conran Shop, Charvet in Paris, New & Lingwood on Jermyn Street

Last fashion purchase?

Yellow suede Venetian slippers by Le Monde Beryl

Biggest fashion splurge?

A suede tote from The Row

Last holiday?

The Pellicano Hotel in Tuscany to do my pop-up

Last book you read?

Sempre Susan: A Memoir of Susan Sontag by Sigrid Nunez

Last filmed you watched?

A Bigger Splash

First job?

Intern at Sunday Times Style magazine

Dream job?

Hotel owner in Venice

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