There is a reason why Alex Eagle’s name may sound familiar. Perhaps it’s because she is the creative director of SoHo Farmhouse’s on-site shop, The Store x Soho Farmhouse. Or because she’s working on a creative overhaul of a 70s-era concrete building, which will house galleries and stage events, like a recent Christopher Kane runway show. Or maybe, you heard that she just opened a new shop in London’s Soho neighborhood, a chic space that is all at once a retail shop, studio, and a place to discover your new favorite band or author.

Needless to say Eagle has her hands full. The newly opened Alex Eagle Studio is a casual space that provides a warmer welcome than your traditional luxury shop. The Soho location was a deliberate choice, even though the neighborhood has seen the closing of iconic nightspots and cultural institutions in recent years, due to sharp increases in rent and new construction. Eagle wished to give homage to the neighborhood’s creative past, while focusing on the future. “Just fashion isn’t enough” she explains. “People want an edit across everything in their lives: clothes, homeware, furniture, books, food, and music.”

Fans of the Store
Alicia Vikander, System magazine co-founder Elizabeth Von Guttman, and a bevy of London’s fashion girls.

The Mix
Eagle’s eponymous collection and cool new brands including KÉJI Denim and Le Kilt. Plus, favorite brands such as Vita Kin and Courrèges, and exciting jewelry designers like Charlotte Chesnais, Bibi Van der Velden, and Sophie Bille Brahe.

Best Sellers
Alex Eagle’s exclusive capsule collaborations with brands like such as New & Lingwood and Blazé Milano.

Design
Eagle designed the space herself, using chairs by Pierre Jeanneret, and art by Tanya Ling (mum to Brit blogger, Bip Ling).

Pièce de résistance
An enormous vintage chandelier dangles from the ceiling above a winding staircase.

Prices
Alex Eagle linen tees start around $70, and prices go well into the thousands for coats, jewelry, art, and furniture.

Location
Alex Eagle Studio, 6-10 Lexington Street, London W1F 0LB

For those who prefer to shop from home:
Alexeagle.co.uk

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