April & Alex is a UK based womenswear brand owned by British/Nigerian award-winning journalist and Creative Director, Didi Akinyelure.
The brand is driven by a mission to create contemporary womenswear that emphasizes boldness and shines a light on the empowerment of women. April & Alex describes its ideal woman as bold, edgy, independent, fearless, daringly innovative, creative, extroverted, outré. April & Alex offer high-quality, contemporary designs at more reasonable prices.
For SS21, April & Alex presents its ‘Audax’ collection, inspired by the woman 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 collection also includes off-the-shoulder silhouettes, exaggerated sleeves and ruffled details. Designer, Didi cites Meghan Markle, Chimamanda Adichie, Audrey Lorde, Maya Angelou, Beyoncé and Michelle Obama all as muses for her SS21 collection.