Soho fashion and lifestyle boutique Alex Eagle

A flawless mix of emerging labels and own-brand collaborations draws in the style set

Alex Eagle
Alex Eagle | Image: © Trent McMinn

When it comes to style advice, Alex Eagle is one of the few people who elicits widespread trust. From clothing and accessories to interior design, her taste is impeccable – as evidenced by her home-like eponymous boutique, as well as the appearance of the former magazine editor and celebrity stylist herself. Stylish (even when, as we photographed her for this page, she was eight months pregnant) in a way that’s not too “fashion-y”, she has an instinct for creating a “sleek, utilitarian look”.

From back: Swaine Adeney Brigg x Alex Eagle Chestford Trolley, £5,670, Churchill Overnighter Attaché Case, £3,195, and Carrington Attaché Case, £3,165
From back: Swaine Adeney Brigg x Alex Eagle Chestford Trolley, £5,670, Churchill Overnighter Attaché Case, £3,195, and Carrington Attaché Case, £3,165 | Image: © Trent McMinn

Eagle opened up shop in Walton Street, Knightsbridge, two years ago, attracting clients of the calibre of Julianne Moore and Alicia Vikander with her curation of newer fashion labels and own-brand collaborations, alongside artworks, homewares and beauty finds. “The Walton Street shop was like my house, and now my house has become a loft,” she says of the larger Soho space at the “wrong end” of Lexington Street that her store moved to earlier this year. With flexible spaces divided by moveable screens, black-painted iron pillars, midcentury furniture and welcoming sofas, her new address has a very different ambience, but the philosophy is the same – to create “an entertaining, fun experience that is not provided by a traditional shop”.


In terms of fashion, this means a mix of daytime tailoring, informal eveningwear and a luxe-boho look. The beautifully embroidered designs by cult Ukrainian label Vita Kin (geometric, tasselled Croatia skirt, £1,050) are offset by minimal, mainly black dresses (sleeveless Corbusier, £495) from LA-based designer Catherine Quin, and opulent classics by Vienna-based Petar Petrov (black or white silk wide trousers, £570) and Parisian atelier Pallas (tuxedo, £1,005). Eagle’s early collaborations – reshaped blazers (from £875) and velvet smoking jackets (from £875) with British shirtmaker New & Lingwood, which had never ventured into womenswear before, and a feminine briefcase (£3,165) with Swaine Adeney Brigg – are still going strong, and, like this season’s own-label camel cashmere coat (£1,500), have all the makings of future heirlooms. “Our customers want clothes that are lovely but real – and built to last,” she says. “This is why we carry the Hillier Bartley range [cream crepe dress with silk fringe, £1,990]. It’s so beautifully made.”


Accessories, too, are chosen with lasting value in mind; brightly coloured velvet slippers (£275) by new label Le Monde Beryl can be worn day and night, while the Anndra Neen box bags (from £565) are made using techniques based on ancient Mexican metalsmithing. Jewellery ranges from vintage pieces such as a Catherine Noll wooden bangle (£1,450) to Dina Kamal’s statement 1920s-inspired diamond cocktail ring (£3,760), while a small selection of lotions and potions includes Sunday Riley Artemis face oil (£95) and Mermaid shampoo (£25). Add to this the delicately hued earthenware pottery (from £65) of Tortus Copenhagen, elegant marble and brass table lamps (£650) by Castor Design and Helmut Newton photographs (Le Smoking, price on request) and it’s easy to see why people don’t just pop in – they tend to stay for hours.

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