April & Alex is a London-based contemporary womenswear brand owned by British / Nigerian Award-Winning Journalist and Creative Director, Didi Akinyelure. Growing up, Didi was inspired by her grandmother who owned a tailoring business in Lagos, and by her mother who launched a womenswear brand in the 90s. April & Alex creates bold and edgy contemporary womenswear for the empowered woman. The brand describes its ideal woman as bold, fearless and daringly innovative.
For AW21, April & Alex presents its ‘ferox’ collection, inspired by the woman breaking through the glass ceiling in 2021. ‘Ferox’ is a Latin word meaning “Fierce”. The collection features structural, dramatic yet wearable pieces with exaggerated sleeves, hoods and shoulder pads.
‘In spite of the challenges we have faced, women are doing remarkable things in 2021 and this has inspired our AW21 collection. 2020 was a tough year for all due to the Covid-19 pandemic, but 2021 is a year of Hope, thanks to the roll out of vaccines. Thus, as we step into the new season, we urge women to stay Fierce, Bold, Edgy, Powerful, Confident. To take on the new world, and confidently step into the year as truly empowered women. If anything, the pandemic and 2020 taught us to reach for our goals fearlessly and to live our lives purposefully and passionately.’ – Didi Akinyelure, Creative Director, April & Alex