April & Alex is a UK-based, contemporary womenswear brand, owned by British/Nigerian Award-Winning Journalist and Creative Director, Didi Akinyelure. Growing up, Didi was inspired by the fashion choices of her grandmother and by her mother, who owned (and still owns) a corporate tailoring business. In her late teens, Didi found her own unique style and love for bold, out-there and edgy pieces. She launched a fashion blog in 2011 to share her passion for style, which led to the launch of her brand in 2018. The SS21 Audax Collection debuted at London Fashion Week and Paris Fashion Week this past fall. The collection features dramatic pieces with exaggerated sleeves and shoulder pads, drawing inspiration from women who pushes beyond limits. Audax is a Latin word meaning Bold – the “Audax” woman is willing to take bold risks while not being afraid of the unconventional. Additionally, she is heroic, fearless, unflinching, courageous and is not afraid to deviate from what is usual or proper. The April & Alex woman is powerful, independent, unapologetic bold, effortlessly stylish, edgy, eccentric, daringly innovative, creative, fearless, extroverted, outré.
