April & Alex

April & Alex is a UK-based contemporary womenswear brand. We create bold and edgy, fashion-forward pieces for the empowered woman.

April & Alex was launched in 2012 as a fashion and style blog. Our love for all things fashion led to the creation of our brand in 2018.

We are all about celebrating uniqueness, boldness while shining a light on the empowerment of women, through the clothes we create or stock and through the amazing brands we feature on our blog.

We live and breathe fashion - past and present.

The April & Alex woman is powerful, independent, effortlessly stylish, edgy, offbeat, eccentric, a fashion risk taker, daringly innovative, creative, fearless, bold, extroverted, outré.

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. She craves exclusivity.

She knows that trends come and go but style never goes out of style!

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