Creative director Alex Eagle has turned her passion for art, interiors and fashion into a unique concept store that fuses gallery and shop, creating a retail space with the warmth of a private home. Driven by a fascination for timeless objects and fashion that celebrates design over transient trends, Eagle has filled her Lexington Street store with a curated edit of clothing, furniture, art, photography, ceramics, rare books and other curiosities. She explains the vision behind her brand.

How did the concept store come about?

I used to live in a flat on Walton Street where I was always styling friends or selling artwork and furniture that I had collected, so the store started as an extension of that. I realised that the way we shop is changing. People are attracted to an edit across everything in their lives: clothes, homeware, furniture, books, art and music. There is so much available instantly online, but I wanted to answer a craving for a more inspiring environment; somewhere customers can spend time in and relax without the pressure to buy.

How do you go about sourcing pieces for the store?

My aim is to create a shopable, curated home where everything from the candle burning to the record playing and the Irving Penn on the wall is for sale. To that extent, I’ve handpicked and sourced items from around the world and created my own women’s fashion line designed to simplify and enhance. I’m always on the hunt for beautifully crafted, unique pieces and I travel a lot for inspiration, particularly to Italy. I like to collaborate with designers that I admire, while makers often come to us with interesting pieces too.

Where do you get your inspiration?

I’m inspired by so many things, including books, art exhibitions, unique craftsmanship and Instagram. I also love visiting auction houses and museums. My mother and Grandma have always inspired my style too and taught me that less is more.

Tell us a little about your own background

I grew up in Chiswick and went on to study History of Art. Fashion and art were always a passion of mine and I started my career at Tank Magazine and Harper’s Bazaar. Then I worked in retail PR for Joseph before starting up Alex Eagle Studio.

How do all the different elements of your business dovetail?

Me and my team are based in the store and I have an office right next to the studio. In addition, my loft acts as an extension of the shop, where I am always swapping out art, furniture and design to keep things fresh and trial new looks. My own home is filled with my favourite pieces, such as a coffee table by Pierre Jeanneret, silver beakers by William Welstead and Giberto Venezia glasses and jugs. I love to have beautiful cups and glassware that work just as well as decorative pieces.

What makes your business unique?

We don’t work towards fashion seasons – all our pieces are designed with a focus on fit, fabric, wearability and ease. The aim is to create clothes that will last a lifetime. When it comes to the home, I like to curate beautiful, timeless objects that have a real focus on craftsmanship. My eye is always on the future too – right now I am developing a bespoke tailoring service for men and women, working on new artist collaborations and a range of ceramics.

Alex Eagle, 6-10 Lexington Street, London, W1F 0LB, 020 7589 0588,

Images courtesy of Alex Eagle

Words by Emma J Page