In the heart of London, where fashion’s past and future collide on every corner, a new voice is shaping the conversation, fearlessly, sustainably, and with unapologetic style. That voice belongs to April & Alex, a womenswear and footwear brand founded by British-Nigerian journalist and Creative Director Didi Akinyelure, a woman whose credentials are as multifaceted as the designs she brings to life.
Akinyelure, an award-winning storyteller turned sartorial visionary, leads her brand with the precision of a journalist and the intuition of a true creative. April & Alex stands at the intersection of bold aesthetics and intelligent design, offering fashion-forward statement pieces that empower the women who wear them.
From tailored silhouettes that command attention to footwear handcrafted by Italy’s most revered artisans, the brand is a celebration of women who dare to speak loudly, live fully, and dress like they mean it. But what truly sets April & Alex apart is not just its striking visual language, it’s the conscience that drives the brand from the inside out.
At its core, April & Alex is a sustainability-first fashion house, with a rigorous and innovative approach to circularity. The collections feature eco-conscious fabrics like Lyocell and Tencel, as well as premium reclaimed and recycled textiles sourced from overproduction and deadstock in Italy. These materials, once destined for waste, are given new purpose in garments that are anything but throwaway.
As a proud member of the British Fashion Council, the brand is firmly embedded in the London design scene. Its apparel collections are all Made in London, and have earned a place on the London Fashion Week stage, where innovation, craftsmanship, and cultural voice collide.
The April & Alex woman is not bound by convention. She is global, confident, and unafraid to disrupt. And the industry has taken note. With features in Vogue, Elle, Marie Claire, Harper’s Bazaar, Tatler, InStyle, L’Officiel, and Glamour, the brand has rightfully earned its place among the names defining the next chapter of luxury fashion.
As fashion redefines its values and purpose, April & Alex leads with clarity: bold design, conscious production, and a relentless belief in the power of clothing to empower. Under the creative force of Didi Akinyelure, this is more than a brand. It’s a movement in style.
Creative Direction and Photo by Stephane Marquet
