Retail report: What’s the deal with Egg?
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, 27 Kinnerton Street, London SW1. Eggtrading.com
WORDS: Disneyrollergirl/Navaz Batliwalla
MAIN IMAGE: How To Spend It. Other images, Egg
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