April & Alex

April & Alex is a UK-based contemporary womenswear brand owned by British/Nigerian Award-winning Journalist, Didi Akinyelure.

We create bold and edgy, fashion-forward pieces for the empowered woman. 

Growing up, Didi Akinyelure was inspired by the fashion choices of her grandmother, and by her mother, who owned (and still owns) a tailoring business.

However, it was not until her late teens that Didi, found her own unique style and love for bold, out-there, edgy fashion pieces. She launched a fashion blog in 2011 and this led to the launch of her fashion brand in 2018.  

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. 

She is Empowered.