Few tastemakers capture the intersection of fashion, design and culture in London quite like Alex Eagle. With her eponymous Soho concept store at 180 The Strand, Eagle is known for curating a distinctly British aesthetic—one that blends heritage craftsmanship with a modern, distinctly livable sensibility. Her work spans retail, interiors and collaborations with leading global brands, placing her at the center of London’s evolving lifestyle landscape.
Below, Eagle shares her go-to addresses across London—from under-the-radar boutiques to the galleries, cafés and neighborhood gems defining the city’s scene right now. Plus, get her expert travel tips and an inside look at her creative process.
How has your studio evolved since its founding?
Alex Eagle: I founded Alex Eagle Studio in 2014 with the idea of creating something that felt more like a world than a shop. I have always been interested in the way we live—not just what we wear, but the objects we use, the books we keep close, the art we look at, the chairs we sit in, the shirts we reach for again and again.
The studio’s philosophy has always been about longevity, ease and beauty without too much noise. I like things that are practical but also deeply pleasurable—clothes that work hard, furniture that becomes part of your life, objects that feel useful and soulful at the same time. What I hope people take away from it is a sense of discovery, and maybe a little permission to buy less but better, to choose things that really mean something.
What inspired your new project Alex Eagle Sporting Club?
AE: Alex Eagle Sporting Club came from my love of sport, Britishness and the quiet elegance of clothes that are rooted in function. It started as a way of exploring that world through a more modern lens, creating beautiful clothes you can wear for sport but also effortlessly as part of your everyday wardrobe. The pieces are made from really considered, high-quality fabrics, designed in a way that feels both practical and elevated.
I’ve always loved the idea that something can move seamlessly between contexts, from a tennis court or a walk in the countryside straight into the rest of your day. The Sporting Club has evolved into a collection that feels very natural to how I live—easy, unfussy and built to last.
What defines a truly special shopping experience today?
AE: For me, it has to be more than transaction. A great shop should make you feel something. You should discover a book, have a coffee, try on a jacket, see a painting, smell something beautiful, and leave feeling slightly better than when you arrived. Retail at its best is about atmosphere, curation and generosity. It should feel human.
How does London influence your work?
AE: London is endlessly inspiring because it never has one single mood. It is grand and scruffy, historic and modern, glamorous and slightly undone, all at once.
There is such a rich legacy here: Savile Row, the art schools, museums, markets, and a certain eccentricity that runs through everything. It gives you permission to mix things—a man’s shirt with something delicate, an antique chair with a very modern lamp. That sense of contrast is very much part of how I think.
Where do you go in London when you want to reset creatively?
AE: I always come back to museums and galleries. The Courtauld and the Victoria and Albert Museum are constant, endless sources of inspiration—even a short visit can completely reset how I’m thinking.
I also love walking. London is a city that reveals itself slowly, through side streets, shop windows, cafés and small details. Sometimes just looking properly is enough.
What global trends in fashion and design are you watching right now?
AE: I’m interested in the move away from excess and toward substance. People are looking for things with integrity, pieces that are well-made, useful and built to last. There’s also a renewed appreciation for craft, provenance and materials, understanding where something comes from and how it will live with you over time.
How can travelers shop in a more thoughtful manner?
AE: Buy things that tell you something about where you are. Not necessarily souvenirs, but objects with a sense of place—a ceramic, a shirt from a local maker, a book, something handmade. The best shopping when traveling is about noticing rather than collecting. Fewer things, but better ones.
Are there any new projects you are working on that you are excited about?
AE: We are working on a new space at 180 The Strand, which brings together many of the things I care about: fashion, furniture, wellness, food, books and art. It’s really about creating a place that reflects how I want to live—somewhere you can shop, spend time, discover things and leave feeling inspired.
Alex Eagle’s Insider Guide to London
London is a city that reveals itself slowly, through side streets, shop windows, cafés and small details. Sometimes just looking properly is enough.”
What are your favorite London hotels to stay at?
AE: Claridge’s for its timelessness and beautiful light. The Connaught for something more intimate. Chiltern Firehouse when I want something more social (it's scheduled to reopen April 2027).
Favorite restaurants?
AE: A few of my favorites include—
- For a festive dinner with friends: The River Café, always warm, always perfect.
- For a cozy table for one or two: Mountain, relaxed and quietly brilliant.
- For a drink, coffee or dessert: Bar Italia, unchanged in the best way. William Curley for chocolate. Hideaway Coffee House for something quieter.
- A new spot I recently discovered and loved: Clear Labs, clean, nourishing and thoughtful.
Favorite design and interiors shops?
AE: Liberty London for its mix of heritage and discovery. Mouki mou for its calm, considered curation. Idea Books for the perfect edit of books.
Favorite fashion and accessories shops?
AE: Anderson & Sheppard, endlessly inspiring. Reference Point, a beautifully curated reference bookshop, thoughtful and quietly directional.
Favorite places for vintage fashion and design?
AE: Rellik for pieces that feel like they’ve already lived a life. Liberty Joy Archive for a beautiful mix of vintage and archival pieces; it always feels like a treasure hunt.
Favorite shops for a special gift?
AE: John Bell & Croyden, an extraordinary, almost overwhelming pharmacy in the best way. And our own Corner Shop space at 180 The Strand, where everything is chosen to be both useful and beautiful.
Explore the Indagare Guide to London
WISHLIST & PLANAlex Eagle’s Travel Tips
Buy things that tell you something about where you are. Not necessarily souvenirs, but objects with a sense of place—a ceramic, a shirt from a local maker, a book, something handmade. The best shopping when traveling is about noticing rather than collecting. Fewer things, but better ones.”
Where are you traveling to—or dreaming of traveling to—next?
AE: I’m always drawn to places that feel both beautiful and slightly slow. Italy is a constant, and I would love to return to Japan; there’s something about the calm and precision of Japan that stays with you.
What items are always in your carry-on?
AE: To pack and wear—
- Two shirts, one crisp and one soft
- One pair of tailored trousers
- One pair of vintage Levi’s
- One cashmere knit
- One jacket that works for everything
- Two pairs of shoes, one practical and one slightly indulgent
- A silk camisole
- A belt
- A T shirt and men’s boxers for sleeping
- Plus, to carry: A book; a notebook and pen; face cream; lip balm; a Santa Maria Novella scent; tea bags; chocolate; camera charger; and Apple EarPods (the plug-in ones)
Do you have a favorite travel ritual?
AE: I like to create a small sense of home wherever I am—unpacking properly, putting on music, making a cup of tea. It’s a simple shift, but it makes you feel present rather than in transit.
What are your tips for sourcing inspiration when traveling?
AE: Look beyond the obvious. Pharmacies, markets, bookshops, hardware stores—the everyday details are often the most inspiring.
Which independent boutiques or concept stores do you always return to?
AE: Charvet in Paris is a constant for me; I love the precision, the history and the idea of something done exceptionally well over time.
Maison Empereur in Marseille is one of the most inspiring shops I know, an extraordinary space filled with homewares, tools and objects, everything beautifully made and deeply practical.
In Florence, I always visit Officina Profumo-Farmaceutica di Santa Maria Novella, which feels somewhere between a pharmacy and a piece of history, and Loretta Caponi for its incredible linens and silk pieces, the kind of things you keep forever.
What up-and-coming destinations for fashion and design are on your radar?
AE: Smaller cities and places that feel more local, more thoughtful, less about spectacle and more about substance.
Published onMay 31, 2026
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