About Us


April & Alex is a London-based womenswear brand owned by Award-winning Journalist, and Creative Director Didi Akinyelure. 

We are a sustainable brand, passionate about creating fashion-forward statement pieces that women feel empowered in. We are a black-owned brand, and diversity, equality and fairness are of upmost importance to us.

Sustainability is at the core of our business model at April & Alex. We use premium reclaimed fabrics in all our collections. These high-quality fabrics are sourced in Italy, from overproduction and dead-stock, providing a second chance to premium fabrics which would otherwise have been destroyed.

Our circular fabric standard has been drafted in conformity with ISO 14021 and has been subjected to verification and validation from the independent institute Centrocot.

Growing up, Didi, a self-taught Designer was inspired by her grandmother who owned a tailoring business, and by her mother who launched a ready-to-wear womenswear brand in the late 80s, in Lagos Nigeria.

April & Alex has been featured in Vogue, Elle, Marie Claire, Harper's Bazaar, Tatler, InStyle, Glamour and more.

The April & Alex woman is super stylish, bold and edgy. 

She is a true fashionista. She oozes confidence. She is not afraid to stand out from the crowd. 

She is Fierce!