April & Alex is a London-based contemporary womenswear brand. We create bold and edgy, fashion-forward pieces for the empowered woman.
We are a mission-driven, slow fashion brand. We produce in small quantities, with little or no waste, in a British-owned low volume studio. We use premium fabrics coming from overproduction and dead-stock in our collections. We are a black-owned brand, and diversity, equality and fairness are of upmost importance to us.
The April & Alex woman is powerful, independent, unapologetic, effortlessly stylish, edgy, offbeat, eccentric, daringly innovative, creative, fearless, bold, extroverted, outré. She is a true fashionista; she oozes confidence. She is not afraid to voice her opinion. She is not afraid to stand out from the crowd.