Founded in London by award-winning journalist Didi Akinyelure, April & Alex made its Middle Eastern debut at Dubai Fashion Week earlier this month with the ‘Blossoming Seeds’ collection. Known for creating bold, fashion-forward statement pieces, Didi’s inspiration flows from her family’s deep connection to fashion—her grandmother’s tailoring business and her mother’s ready-to-wear venture in Lagos. Launched in 2020, the brand quickly established itself as a go-to for women seeking empowerment through versatile styles.
Sustainability is at the core of April & Alex, with the use of eco-friendly materials like Lyocell and premium reclaimed fabrics.
The Dubai runway saw a collection capturing the strength and resilience of women in every design as well as the brand’s first-ever footwear line.
In an exclusive chat with Soigné, the designer walks us through the inspiration behind her latest collection and what it was like to introduce her brand to the region.
What inspired you to create the ‘Blossoming Seeds’ collection, and how does it reflect the strength and resilience of women?
The collection is inspired by the fascinating journey of seeds growing into vibrant flowers. Just like the seeds that transform into blossoms, the collection aims to celebrate the beauty, vitality, and the transformative power that lies within every woman. The collection is the perfect representation of a woman’s ability to grow and flourish, just like a seed’s journey towards becoming a blooming flower.
Can you share the story behind your decision to showcase your collection in the region at Dubai Fashion Week?
We usually release collections under the London Fashion Week platform and we have also previously shown in Portugal. Dubai has always been on my radar and this feels like a full circle moment for me. I fell in love with the city over 20 years ago when I visited with friends, and since then I have celebrated many important moments and made wonderful memories here.
Dubai truly was the start of my fashion dream and the city has always been my muse. I see a clear connection between my brand aesthetic and Dubai. The city is bold, innovative, creative, super stylish and truly stands out. This is also how I would describe the April & Alex brand. Our designs are creative, eye-catching and empowering. So, when the opportunity came to showcase my designs in Dubai, it was simply a no-brainer.
How does the concept of nature play into the designs we saw on the runway?
The color palette of the collection is inspired by nature’s own hues, incorporating darker shades such as browns and bronze, and then moving on to enchanting reds and captivating pinks. These colors represent the various stages of the flowering process, from the initial sprouting to the vibrant blooming of petals. It tells a story of resilience. Our very first collection was released just before the Covid-19 lockdown and it was difficult to build an occasion-wear brand at that time. We went through dark times but we pushed through and today we see the growth, and the vibrant flowers that have come out of sheer determination and drive.
What message do you hope women take away when they wear pieces from this collection?
We have always been about empowerment and confidence. Female empowerment is not just a buzz word for us, it is truly what defines us as a brand. It shines through in our clothing. You wear an April & Alex piece and you immediately stand-out in the crowd and feel like you can take on the world, in spite of whatever challenges may come your way.
This season marks your first foray into footwear. What was the creative process behind designing your debut shoe line?
I am super excited about our footwear collection. We had a few pairs on the runway at Dubai Fashion Week and will be releasing the full collection soon. What I wanted was to design a shoe that was unique and eye catching, and in line with our brand aesthetic. At the same time, I wanted to create a product that would appeal to every woman. Comfort is key, shoes are not meant to hurt.
In the past, I saw myself as more of a clothing girl and less of a shoe girl, purely due to my own frustration with uncomfortable heels. I wanted to create a shoe collection that was comfortable and versatile; one I could wear all day to work and also wear to a party. So – comfort, versatility, eye catching. I decided to make the collection colorful but also simple. The creativity is in our signature heel. I am inspired by art, to me fashion is art, and I have a very talented 11 year old artist daughter called April. The braided heel is actually inspired by her crocheting and knitting.
Sustainability is a core value for April & Alex. How do you ensure that your pieces are not just beautiful but also eco-friendly?
Sustainability is at the core of our business model at April & Alex. We have always worked with premium reclaimed fabric. These high-quality fabrics are sourced in Italy and the United Kingdom, from overproduction, providing a second chance to fabric which would otherwise have been destroyed. This season we have also worked with Lyocell, a plant-based fabric made from wood pulp. Our collections are also locally made, in London and Italy in low volume studios with sustainable practices employed in the manufacturing process.
How do the stories of love, passion, and craftsmanship behind April & Alex influence the designs you create?
I am a self-trained designer and learnt about fashion design from my mother and grandmother. My mum launched a ready to wear brand when I was about 6 years old and I grew up around fashion, surrounded by tailors and patternmakers, beautiful fabric and designs. My grandmother was also involved in the business; she was so stylish and hugely influenced my sense of fashion and style. I am also inspired by my two young children; the brand is named after them, and my drive and determination comes from knowing that I have to preserve this brand that I have created in their name.
What are your thoughts after your successful debut in the region?
It was a wonderful experience, and I am so happy it went well. I thought I was going to be super stressed putting it all together, but there was so much help and support given. It was great to be back in Dubai and I fell in love with the city once again. I do hope to be back soon. I truly believe that this is where I am meant to be.
