April & Alex Online Sample Sale

About the April & Alex Online Sample Sale

Exclusive for CHICMI family to sample fabulous April & Alex! 😊🧁❤️

Support charities while you enjoy amazing brands with CHICMI!

April & Alex is a London-based contemporary womenswear brand owned by British/Nigerian Award-winning Journalist, and Creative Director Didi Akinyelure. The darling and iconic design of April & Alex has been featured in Vogue, Elle, Marie Claire, Harper's Bazaar, Tatler, InStyle, Cosmopolitan and has been favoured by celebrities and influencers such as Kelly Clarkson, Lucy Hale, Dawn Richard, Lyric Ross, Alex Scott, Nora Fatehi to name a few.

April & Alex uses high quality, designer fabrics coming from the fashion industry's overproduction, provides a second chance to premium fabrics coming from dead-stock of prestigious brands.

April & Alex is a mission-driven, slow fashion brand. It produces in small quantities, with little or no waste, in a London-based low volume studio. An all black-owned brand, April & Alex believes diversity, equality and fairness are of utmost importance to its DNA.

Growing up, Didi, a self-taught Designer was inspired by her grandmother who owned a tailoring business in Lagos, Nigeria, and by her mother who launched a Lagos-based ready-to-wear womenswear brand in the late 80s.

The April & Alex woman is powerful, independent, edgy, daringly innovative, creative, fearless and bold. She is a true fashionista. She oozes confidence. She is not afraid to voice her opinion. She is not afraid to stand out from the crowd. Come join us!

This sale has ended, but make sure you're signed up to hear about future sales, and check other online sales to shop!