Alex, Lord Oakwell is a fictional character from the British ITV soap opera, Emmerdale, played by Rupam Maxwell. The actor auditioned for the part of Alex and was told he had won the role on the same day. His casting was announced in June 1997. Maxwell said he was thrilled to get the part, and he hoped his character would have some juicy storylines lined up. Maxwell made his first screen appearance as Alex during the episode broadcast on 9 July 1997. Alex was a young aristocrat, who inherited Oakwell Hall. A writer for the Daily Mirror branded Alex a womaniser and said he was arrogant and self-centred. Maxwell stated his character would not be the most popular person in Emmerdale. The character was introduced as the fiancé of Tara Cockburn (Anna Brecon), and later embarked on an affair and business partnership with local businesswoman Kim Tate (Claire King). He continued to pursue her even after he married Tara. Alex developed a drug addiction and during Emmerdale's 25th anniversary episode, he caused the death of Linda Fowler (Tonicha Jeronimo). While out for a drive with Linda, Alex snorted cocaine and tried to molest her. As she fought him off, Alex crashed the car and when he saw Linda was unconscious, he moved her into the driver's seat. Alex made a return to the village in February 1998 during a one-hour episode and he later appeared in the spin-off Emmerdale: Revenge, in which he died after falling from a roof. Mark Oliver of The People referred to Alex as "dashing", while Tony Purnell of the Daily Mirror branded him "the biggest baddie on the box."