April & Alex Online Sample Sale

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Chicmi donates to UN World Food Programme when you buy at this sale! Read more

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!

We're giving back

CHICMI is donating part of our profit at all our Online Exclusive events! 🥰

COVID has hugely impacted people's lives, and together with our CHICMI Family we will support and raise awareness about responsible charities each month - plus help sustainable, ethical and diverse brands to grow!

This month we'll be donating to UN World Food Programme! When you buy you're supporting this amazing organization. We'll show it on your profile page, so you can be proud of your contribution!

Thank you to our CHICMI Family for making this possible! ❤️

About UN World Food Programme

"WFP is committed to stay and deliver food in Afghanistan The Afghan people need our support now more than ever. Currently, 1 in 3 people are hungry and 2 million children are malnourished. With drought, pandemic, and conflict, the food security situation will continue to worsen; and hunger will rise.  Despite security and logistics challenges, we are present in the country delivering food and nutrition assistance to people uprooted from their homes, but we need your help to reach more. "

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