My World: Alex Eagle

Alex Eagle is the initiator behind “The Store”, a concept store of our dreams. We met this self-made woman for an interview

There is a Berlin before “The Store”, and then there’s one after. I remember all too well when the plans were slowly becoming the talk of the town and everyone was so excited. The team surrounding initiator Alex Eagle didn’t disappoint: today it still holds up to the high expectations of being the concept store of your dreams. In the meantime, two more branches have opened in England. Now and then there’s a temporary pop-up like the one at the moment at the Hotel Il Pelicano in Italy. Aside from a considerable portfolio of labels that are otherwise hard to find in Berlin (Christopher Kane, Vetements, Blaze Milano), the food served at “The Store Kitchen” and the Vinyl Factory-curated record collection are absolute highlights. This self-made woman, who worked with Joseph in PR and at Harper’s Bazaar and Tank in editorial, was moreover nice enough to talk to us about her exciting life over Instagram in a quasi-live chat. My favorite: her hashtag #imeanthedream. Now see for yourself:

Please describe your style in three words?

Black, white, and tailored.

© #imeanthedream Lillie in the @blaze_milano Blazer, I mean the dream T-shirt, and Alex Eagle gold hoop earrings @alexeagleofficial @thestoresdotcom

First fashion memory?

Before I could even dress myself, I used ask to change 3 times a day!

Your ideal breakfast?

In bed.

The song that always makes you dance?

Anything by The Specials.

The book you’ve re-read many times?

Nancy Mitfort…but should I admit that?!

Childhood hero(es)?

George from The Famous Five.

Piece(s) of jewelry you wear every single day?

My engagement ring and wedding band, tiny own-brand hoops I made myself, and also a Cartier Aldo Chippuli Nail Bracelet from my husband.

Designer you expect big things from?

Demna Gvasalia (Vetements).

The designer you would love to wear head to toe when you are a granny?


Favorite color?


Signature shoes?

My new Lingswood x Alex Eagle velvet slippers.

Your dream car?


Your favorite pet?

Mini pig.

Favorite flower?


Most inspiring movie?

The Talented Mr. Ripley.

Best restaurant?

River cafe.

Fashion icon?

Katharine Hepburn.

Favorite getaway?

The Pellicano.

 Favorite shop?

Windows on Melrose Avenue in LA.

The last (cultural) discovery that blew your mind?

Palazzo Fortuny in Venice, time and time again. The Architectural Biennale.

Top three magazines (on or offline)?

Marfa Journal


The New Yorker

©Instagram | eagletta: #Classicism #Brutalism #Modernism corner @alexeagleofficial which one are you? ☁️

Any IG channels that are your favorites?

Yours! @heywomancom




Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.