Fashion is all shades of beauty. It is therapeutic to behold beautiful, well-thought-out and detailed designs. Africa brands never stop creating and dishing out lovely works of art and that is exciting.
It is with this excitement that we would be exploring the new and fierce fashion collection of April & Alex, a British Nigerian fashion brand.
About The Brand
April & Alex is a London-based contemporary womenswear brand owned by British-Nigerian Award-Winning Journalist and Creative Director, Didi Akinyelure.
The brand, Alex & April was born out of Didi’s love for her mother and grandmother’s tailoring and fashion design business in Lagos, Nigeria. She launched her brand in 2005 after relocating to Britain. April & Alex is aimed at creating bold and edgy contemporary womenswear for the empowered woman. The brand describes its ideal woman as bold, fearless and daringly innovative.
The Ferox Collection
The collection is tagged Ferox, a Latin word for fierce. It is a delight to see people, especially women, thrive in what they set their hearts to despite all the physical and emotional strain that came with 2020. The hope we believe 2021 will bring is the driving force for this collection. Didi says,
“In spite of the challenges we have faced, women are doing remarkable things in 2021 and this has inspired our AW21 collection. 2020 was a tough year for all due to the Covid-19 pandemic, but 2021 is a Year of Hope, thanks to the roll-out of vaccines.
Thus, as we step into the new season, we urge women to stay fierce, bold, edgy, powerful and confident, to take on the new world, and confidently step into the year as truly empowered women.
If anything, the pandemic and 2020 taught us to reach for our goals fearlessly and to live our lives purposefully and passionately.”
The brand known to create edgy bold and daring innovative womenswear didn’t joke with its reputation in this collection. It pays close attention to each outfit, from the bodice to the exaggerated sleeves, shoulder pads and silhouette. The use of colours too was quite deliberate, an excellent mix of white, brown and black to portray professionalism.
You can speak with a professional about positioning your fashion business for growth by booking a free fashion business management session with a Mauvelli expert here.
This collection is for the strong and contemporary woman who is willing to take on life’s deals fiercely and confidently. With their exaggerated sleeves, flounces, and unusual cuts, outfits in this collection speak to the woman who is not afraid to stand out confident amidst others.
Impacts This Collection Has
This collection urges a woman to be strong, fierce, and confident as that’s its main objective. We can say that this collection will positivity affect the emotional tenacity and wellbeing of the contemporary woman.
Alex & April’s Fierce collection features over 15 different designs that range from jumpsuits to dress with flounces and sharp shoulders. This collection was designed deliberately to make each piece in it tell a unique story.
Remember, you can speak with a professional about positioning your fashion business for growth by booking a free fashion business management session with a Mauvelli expert here.