Meet Didi Akinyelure Founder of April & Alex

Self-described as a “multipotentialite”, Didi Akinyelure really has done it all— and we’re kind of obsessed with this new phrase. Having begun her career as a journalist, Didi is now the founder of April & Alex. She’s all about exploring her entrepreneurial spirit and living up to her potential, in whatever area that may be. That’s a motto we can fully get behind! Read on to see how she’s boldly navigating our current climate, all in the most fashionable way possible, of course.

Tell us about April & Alex! What’s the story behind the brand? Who’s the “girl” you design for?

April & Alex is a London based contemporary womenswear brand. The brand is driven by a mission to create contemporary womenswear that emphasizes boldness in women. Our ideal girl or woman is bold, edgy, independent, fearless, extroverted; we want to create pieces that are out-there, pieces that turn heads when a confident woman walks into a room.

What was your inspiration for the SS21 collection?

In this collection, we have dramatic pieces with exaggerated sleeves and shoulder pads. Fashion to me is Art. I want to create clothes that are interesting and different. I like the drama of it all. At the same time, I want to strike a balance between artistic creativity, accessibility and affordability.

The “Show Dress” is this season’s statement piece of the collection. Can you share with us the story behind the dress?

The Show Dress is a blue satin silk fitted dress that comes with a detachable hood. It is inspired by the Ghonnella, a traditional Maltese headdress. It is beautiful, striking and very much in-your-face.

How have you evolved your SS21 collection given our current state of the world?

The ‘audax’ collection celebrates boldness. Audax is a Latin word which means ‘Bold’; and for me, there was nothing bolder or riskier than taking the decision to release a collection in the middle of a pandemic. The current state forced me to be fearless and this fearlessness definitely comes through in the collection.

It’s no secret that Fashion Week looks quite different this season. How are you adapting?

For London Fashion Week, we went completely digital We presented a lookbook and a fashion film. We also had a virtual showroom for buyers. On our website, we are also adapting and introducing 3D virtual fitting rooms. We are also showing at Paris Fashion Week, and this will be a runway show. I am quite excited about that.

Given our current situation, what are you doing to stay sane, inspired and creating?

We’ve just got to keep at it. The pandemic will not last forever yet this is a brand and a business that I wish to pass on to my children, so that motivates me to keep going. This brand is way bigger than just me. It is about building a legacy and so I know that I cannot give up. I have to stay sane and keep creating.

Can you tell us a bit about your career before April & Alex?

I am an award-winning journalist who has worked for the likes of BBC, CNBC and Reuters. I also still own and run a media consulting firm. However, Fashion is in my blood. As a child, my mother set up a ready to wear brand and tailoring outfit, which still exists today. I see myself as a multipotentialite; I want to be everything that I was born to be.

How have you integrated your prior personal and professional experiences into now heading up your own label?

The core of who I am has never changed. I’ve had a lot of success in my professional career but I have also always been very entrepreneurial. To succeed in any business you have to have grit, perseverance and drive. In fashion, you must be creative but you also must be business savvy. I have learnt adaptability, focus and determination in my professional life and it is these skills that I have carried over into my fashion business.

We have a lot of young readers out there looking to break into the fashion industry. What advice would you give someone wanting to pursue a similar path?

Business can be quite brutal, particularly at the start. Don’t feel the pressure to be labeled as an overnight success. Most “overnight successes” have been working hard quietly for years. You must be willing to persevere. It is against all odds. In fashion, be creative but do not forget the business side of things.

The fashion industry is ever-changing. What do you hope to see next? Have you launched any initiatives to follow suit?

I hope for a more inclusive and diverse fashion industry. The global attention that the Black Lives Matter movement has received in 2020 has been great but we must push for more. We must not see this as just a trend. Representation matters. When you see people who look like you (or come from where you come from), achieving amazing feats – it inspires. It makes you realize that perhaps you also have what it takes to succeed.