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.