Finezine - Fine

Boutique | Alex Eagle

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."

In a light filled space in the heart of London's Soho, Alex Eagle Studio offers a radical and rejuvenating 360° take on retail. Combining the welcoming energy of a home with the luxury of a gallery and the dynamism of a retail space, the Lexington Street store hosts a finely honed edit of fashion, furniture, art, design, photography, ceramics and rare books, all hand selected by creative director Alex Eagle.

Alex Eagle is bringing new energy to the European retail scene with her refined, offbeat aesthetic. The creative director fuses elements of the gallery, home and store to create innovative retail and co-working spaces, with outposts in London, Berlin and the Cotswolds.

Eagle began her career at Tank and Harper's Bazaar magazines, and worked in PR for British fashion label and retailer Joseph. She made her name in retail as creative director of her eponymous luxury concept store, Alex Eagle Studio, which opened in 2014 blending fashion, lifestyle, elements of a gallery and the warmth of a private home.

Her extensive side projects include a seat on the Serpentine Gallery's Future Contemporaries Committee and work for Women for Women International, hosting the 2016 She Inspires Me Car Boot Sale at the Brewer Street Carpark. In 2016, Eagle was included in the illustrious BoF 500, Business of Fashion's professional index of the people shaping the global fashion industry.