April & Alex

Founded in London by British / Nigerian award winning journalist, Didi Akinyelure, April & Alex was launched as a womenswear brand that creates fashion-forward statement pieces. 

A passion streaming down generations, Didi was inspired by her grandmother’s tailoring business and her mother’s venture into ready-to-wear fashion in Lagos. Stepping into the fashion world with a blog soon led to the inception of her brand in 2020. 

Sustainability lies at the heart of April & Alex where sourcing sustainable fabrics and materials are essential to the brand. Fabrics such as Lyocell, as well as premium reclaimed and recycled fabrics are sourced from overproduction and dead-stock units. Providing these with new life and a second chance, April & Alex stays committed to building a sustainable future for fashion. 

Introducing footwear in 2025, the designs are handcrafted in Italy by renowned artisans, ensuring exquisite craftsmanship and a keen attention to detail. The brands footwear collection features a distinct, thick colourful braided heel that embodies the warmth, creativity, and tradition of Italian handcrafted artistry, while the overall aesthetic blends elegance with a sense of adventure. The signature heel not only serves as a statement piece but also provides stability and comfort for all women. 

Having dressed celebrities such as Kelly Clarkson and Lucy Hale, April & Alex establishes itself as a brand catering to versatile styles that help women feel empowered.

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