Retail concepts

Retail report: What’s the deal with Egg?



Egg Kinnerton Street

I won’t lie, I was surprised to see Theresa May wearing Egg in Vogue. And then even more surprised to find out that she chose it herself. I totally did not have the Prime Mininster down as the Egg type.

Which is what, you may ask? Well, untailored, non-trendy, definitely leopard print-free and kind of relaxed. It’s sold at Dover Street Market, so bracket it with Margaret Howell, Comme and co for that unshowy, unsexy, understated-yet-reassuringly-expensive strand of timeless luxury.

Favoured by artists and gallery types, it’s that oversized shirt in a crunchy linen that you’ll never tire of, or the 6-ply funnel-neck knit that will outlast every other piece of Joseph, Celine or Loro Piana in your wardrobe. In my book, The New Garconne: How to be a Modern Gentlewoman, I recommend Egg smock dresses for those who don’t really do dresses.

And although it has an online presence (its website was re-zhuzhed some time last year and has the sweet eccentricity of a French artisan designer), it’s not widely available. You have to know about it and seek it out, which of course makes it doubly desirable.

To get the real measure of Egg, visit the shop in Knightsbridge – it’s a delight. For starters you’d never know it was there and so when you discover it, it feels like a secret that you don’t want to share. Founder Maureen Doherty previously worked with Issey Miyake, so it’s the kind of serene but crafty space that makes you want to linger. With its creamy walls and airy vibe, you feel like you’re shopping in a rustic French village, not a few streets behind Harvey Nichols. And if you don’t fancy the clothes, you can indulge in whimsical accessories, ceramics or other objets instead.

Egg Kinnerton Street

Egg, Kinnerton Street

Egg, 27 Kinnerton Street, London SW1. Eggtrading.com

WORDS: Disneyrollergirl/Navaz Batliwalla
MAIN IMAGE: How To Spend It. Other images, Egg
NOTE: Some posts use affiliate links and PR samples. Please read my cookies policy here

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Quote of the day: Rony Zeidan on ‘see now, buy now’



Is the See Now Buy Now concept working?
“It’s very much a cultural difference. In America, it’s inherent for people to buy. Europeans are a bit more classic in their approaches. There’s a stronghold in Europe when it comes to remaining loyal to heritage and culture, and history.”
Rony Zeidan, founder of the agency RO NY on the ‘see now, buy now’ phenomenon, Glossy.co (so it’s not just me then…)

WORDS: Disneyrollergirl/Navaz Batliwalla
NOTE: Some posts use affiliate links and PR samples. Please read my cookies policy here

CLICK HERE to get Disneyrollergirl blog posts straight to your inbox once a week
CLICK HERE to buy my book The New Garconne: How to be a Modern Gentlewoman

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THE DRG STYLE INDEX: Calvin Klein, Céline, Deciem, Dries van Noten, Bella Freud



Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…

1. CALVIN KLEIN X MOONLIGHT CAST
Calvin Klein men's underwear campaign
In case you missed it, Calvin Klein cast Moonlight’s Trevante Rhodes, Alex Hibbert, Mahershala Ali and Ashton Sanders in its spring 2017 Calvin Klein underwear campaign. (more…)



Beauty blogging: do we need a palette cleanse?



Kylie Jenner Lip Kits

OK, firstly please excuse the terribly pun-ny title, it seemed like a good idea at the time. But seriously, there’s been a lot of talk about blogging fatigue lately – particularly beauty blogging and I thought it would be interesting to discuss. (more…)