first text maggie journal

maggie image

Maggie’s White Signature Twill text

second text maggie journal

shirts collage image journal maggie

big image maggie journal striped shirt

Maggie’s Striped Poplin text

text gray sorrenti

image big gray sorrenti

reframing an icon text

BTS maggie images big

text and quote journal maggie

big image maggie black shirt white collar

Maggie’s Black Signature Twill text

last text journal maggie

MGCM Journal Hero

1620x2025 MGCM Journal Hero

Maggie Gyllenhaal x Eton

Eton’s latest campaign poses a bold question — and finds its answer in Maggie Gyllenhaal.

maggie

Eton x Maggie Gyllenhaal: Reimagining the Shirt

Maggie Gyllenhaal X Eton

Eton’s latest campaign poses a bold question — and finds its answer in Maggie Gyllenhaal. Award-winning actor and director, and now the brand’s first female ambassador, she redefines what an icon of menswear can mean when filtered through her own creative lens.

Style, Day After Day: A Week in Looks first text

Monday: The Power Mover

Tuesday: The Executive Creative image big

Tuesday: The Executive Creative text

Wednesday: The Midweek Maverick

Thursday: The After-hours Strategist

Friday: The Casual Connoisseur big image

Friday: The Casual Connoisseur text

Saturday: The Sartorial Flâneur

Sunday: The Style Proprietor

The Wrap-up

ANVÄND DENNA FÖR SPACING: Spacing 60px

hero-journal-style-day-by-day

1620x2025 7D7W Journal Hero

Style, Day After Day: A Week in Looks

Seven men, seven moods, seven looks - each one styled with Eton’s Wardrobe Essentials and Fall Winter 2025.

style-day-by-day

Style, Day After Day: A Week in Looks - Eton

Style Day After Day

Let’s be honest: life is kind of like a runway with a calendar. Monday isn’t just Monday, it’s the day you prove you’re still employed after the weekend. Wednesday isn’t midweek, it’s the style equivalent of “are we there yet?” And Sunday? That’s when you finally admit your loungewear needs an upgrade.

olof at vbc image

vbc first text

Video from VBC

second text VBC

flanell image VBC

text eton VBC

VBC image

text VBC

image VBC

VBC alps image

vbc last text

2000x1000 VBC Hero

1620x2025 VBC Hero (1)

Behind the Fabric: Vitale Barberis Canonico Wool Flannel

With more than 360 years of expertise, Vitale Barberis Canonico stands as a cornerstone of Italian textile heritage. 

VBC-fabric

Vitale Barberis Canonico Wool Flannel - Eton

Behind the fabric

With more than 360 years of expertise, Vitale Barberis Canonico stands as a cornerstone of Italian textile heritage. For the debut of Eton’s Soft Jackets, we journeyed to the legendary Biella mill to uncover how one of the world’s most renowned wool flannels is created—from raw fiber to refined fabric.

Intro text lookbook 256 + the soft jacket text

soft jacket images

soft jacket navy big image

The Field Jacket text

The Field Jacket images

Knitwear News text

Knitwear News images

256 knits images

more knits 256

Corduroy & Flannel Shirts text

Corduroy & Flannel Shirts images

flannel slider

The Merino Shirt & Vest text

The Merino Shirt & Vest big image

The Quilted Jacket & Vest text

quilted jacket big image

The Quilted Jacket & Vest images

quilted vest big image 256

knitted vest

images 256 lookbook

closing text lookbook 256

Hero Desktop Journal

Hero Mobile Journal

Fall/Winter Lookbook 2025

Fall Winter 2025 is about balance—polish without rigidity, comfort without compromise. 

fall-winter-lookbook-2025

Fall Winter 2025 Collection - Eton

Fall/Winter 2025

Fall Winter 2025 is about balance—polish without rigidity, comfort without compromise. This season, Eton unites new soft tailoring, tactile shirting, and functional outerwear into a wardrobe built for the city, the countryside, and everywhere in between.

Fall Winter 2025 Collection: A Sartorial Evolution

Eton’s Stylist in His Summer Edit Favorites

rotting first text

the beige polo text

the beige polo images

beige polo images

The Striped Linen Shirt text

The Striped Linen Shirt images

White Tee, Jeans, Blue Blazer text

White Tee, Jeans, Blue Blazer images

The Black Linen Suit text

The Black Linen Suit images

The Chocolate Brown Polo text

The Chocolate Brown Polo images

last text rotting

2000x1000 JournalHero

1620x2025 JournalHero (1)

Discover five timeless summer looks from Eton’s stylist Victor Rotting—styled in Florence and built to move through heat, light, and everyday elegance.

victor-rotting-eton

Victor’s SS25 Summer Style Edit | Eton Shirts

Summer Edit

Eton’s stylist Victor Rotting shares his favorite looks for the season—five timeless outfits styled on the streets of Florence in our SS25 Summer Edit.

What Defines Formal Attire for Men?

dress-code-formal-wear.jpg

formal-wear-m.jpg

Dress Code: Formal Wear

Discover the elegance of Formal Dress Code with our expert guide. Step into sophistication and own every moment with confidence.

formal-wear-meta.jpg

What is formal dress code for men? - Eton Shirts

A formal dress represents classic refinement, reserved for the most significant events. Allow us to share our expertise, guiding you through the art of timeless dressing, impeccable tailoring, and unwavering attention to detail required for formal occasions. This guide equips you with the essentials of formalwear, a dress code every gentleman should understand. Use it to plan your evening ensemble or refine your wardrobe so that you are poised to grace formal affairs with elegance.

What is formal dress code for men?

gotland runt first text

first look gotland runt

second look gotland runt text

second look gotland runt

third look gotland runt text

third look gotland

fourth look gotland runt text

fourth look gotland runt

outro text gotland runt

Desktop Journal - Regatta

What to Wear for a Summer Regatta

Discover what to wear to a summer regatta with Eton’s curated style guide. From Gotland Runt to relaxed yacht club weekends, explore five refined looks.

sail-boat

Summer Regatta | Men’s Sailing Style Guide | Eton

Gotland runt

Five regatta-ready outfits for men, from yacht club dinners to seaside lounging. Inspired by Gotland Runt and Scandinavian summer style, this guide helps you navigate the season in timeless elegance.

CTA shop polos

Hero Filo 2000x1000

Hero Filo 1620x2025

Polos: A care guide

Crafted from Filo di Scozia—an exceptional double-mercerised Egyptian cotton—our piqué and jacquard polos combine luxurious comfort with elevated style. 

polo-care-guide

Essential Care: Filo di Scozia Piqué & Jacquard Polos

Polo Care Guide

Crafted from Filo di Scozia—an exceptional double-mercerised Egyptian cotton—our piqué and jacquard polos combine luxurious comfort with elevated style

Essential Care for Your Filo di Scozia Piqué & Jacquard Polos

How to wash linen

How to dry

Ironing or steaming

Storing your linen

Pro tips & Key highlights

CTA shop linen

Hero linen 2880x1620

Hero linen 1620x2025

Linen: A care guide

With the right care, your linen garments will retain their elegance and durability for years to come.

care-guide-linen

Linen: A care guide - Eton

Linen Care Guide

Linen, woven from the flax plant, is one of the oldest and most enduring natural materials in the world. Renowned for its breathability and natural luster, linen offers great comfort, especially in warmer climates.

Editorial Team:

first image fletcher movie

Introduction text

image from horse race

Royal enclosure text

Royal enclosure images

Royal enclosure images 2

Royal enclosure images 3

Queen Anne & Village Enclosures text

Queen Anne & Village Enclosures images

Queen Anne & Village Enclosures image 2

The Windsor Enclosure – Smart Summer Ease text

The Windsor Enclosure – Smart Summer Ease images

The Windsor Enclosure – Smart Summer Ease images 2

Final Thoughts: Style with a Personal Touch text

image 2

daniel-fletcher

How to Dress for Royal Ascot: A Guide by Daniel Fletcher

Daniel Fletcher, Creative Director of Royal Ascot, shares his take on dressing for the races—three looks for three iconic enclosures.

Royal Ascot Dress Code Guide by Daniel Fletcher

Royal Ascot - Daniel Fletcher

Creative Director of Royal Ascot, Daniel Fletcher, shares his guide to dressing for the races—with three looks inspired by the event's iconic enclosures.

Who Wears It Best? We Challenged Our Retail Teams

Intro text

Javan store image

Javan text london

javan images slider

Darnell text

Darnell image first

Darnell images slider

Stockholm Anders text

Anders & Leonard Stockholm images slider

Stockholm Leonard text

Leonard Stockholm image

Final text store guide tretorn

Hero Desktop Journal Retail Challenge

Hero Mobile Journal Retail Challenge

The Eton x Tretorn collection, styled by our retail teams in London, New York & Stockholm. A relaxed summer lookbook rooted in personal style.

tretornxeton

Eton x Tretorn

We asked our retail teams in London, New York, and Stockholm to style the Eton x Tretorn collection their way — through the lens of their city and their personal taste

Collabs6

Eton x Maggie Gyllenhaal: Reimagining the Shirt

Step Up Your Game: Richard Andersson’s Favorites from the Eton x Tretorn Collection

Eton x Björn Frantzén

The Beatles x Eton

Eton x Jeansverket

Eton x Dale of Norway

Dress Smarter Every Day