The New Code
Our campaign, designed with quality at its core. Essential shirting, sharp tailoring, delicate lace and timeless denim.
Inspired by the idea of personal style as an individual blueprint, The New Code introduces a curated collection of essentials, meant to be interpreted, layered, and lived in.
Designed with thought and intention, each piece acts as a building block for the modern wardrobe. We’ve focused on refined fabrics, wearable cuts, and timeless details, hallmarks of quiet confidence. This is a wardrobe built to last.
Shot by photographer Kerry Dean in our future studio at 180 The Strand, this campaign represents more than just a new collection; it’s a glimpse into the future of what is to come.
While we look forward to our move, we remain true to our values: championing British craftsmanship and producing as locally as possible. Our London-based ethos runs through every stitch.
From essential shirting and sharp tailoring to delicate lace and forever-denim, each piece carries a quiet strength. Sporting Club loungewear continues to embody the “tailoring, but make it sporty” approach, a fluid dressing philosophy for modern movement.
These are clothes designed for transition: from city streets to summer destinations, from day to dusk. Everything is designed to work together seamlessly, whether you're dressing for a meeting or a moment.
Imagine packing your summer suitcase and knowing that every item will complement the next. Classic staples with refined fabrication and a little something special. A capsule wardrobe for real life.
It was a joy working with Kerry and model Gaia, both of whom truly understand the Alex Eagle woman. Shooting at 180 The Temple Space, before it becomes its future self, made the campaign all the more personal.
AE X
Model: Gaia Orgeas
Photographer: Kerry J Dean
Videographer: Caleb Kemp
Stylist: Tamara Rothstein
Hair: Daniel Martin
MUA: Sandra Cooke
Love it