Designer Chido Dimairo from CHIDO. Image supplied.
Designer Chido Dimairo created her eponymous womenswear brand CHIDO after studying for her degree in fashion design at Massey University in Wellington. Her label is creatively inspired by her upbringing in Zimbabwe as a child and growing up in New Zealand from age 10. Chido loves creating clothing that is bold, detailed and colourful with a focus on ethical production. She has previously shown her label at Africa Fashion Festival in Wellington and next month will be making her international debut at Vancouver Fashion Week.
We caught up with Chido to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
The latest collection “Wish You Were Here” is inspired by a favourite childhood vacation spot my family used to visit, Lake Kariba in Zimbabwe. It’s a beautiful serene area which always left me feeling relaxed and refreshed. The collection’s colour palette is very much inspired by the colours of the lake; neutral tones and some pops of blue and green and the easy fit silhouettes embodying that carefree no fuss feeling that great holidays can bring up.
What made you become a designer?
Growing up I actually always wanted to be a doctor but my mind and eyes really opened up after moving to New Zealand when I was 10. I always loved playing with my dolls and making them outfits etc. but I was lucky enough to have teachers and mentors who helped bring out my creative side and not only see it as a hobby but something I could do long term.
What inspires you?
Everything and anything. I’m very much a sentimental and visual person so for the last few years, old photos and memories have been the fire starter for lots of my inspiration and collection direction.
Looks from CHIDO’s S/S 2020 collection that will be presented at Vancouver Fashion Week next month.
Describe your personal style and how it influences your designs?
I couldn’t put it down in a few words to be honest as I can be very influenced by my environment but I guess if I had to summarise it, it would be “always evolving”. Like everyone I’ve gone through many phases; good and bad. I used to work in retail, most recently the Wellington Karen Walker store and then I was all about dresses and loved a good frill and ruffle. Now I work at home so comfort is key which means sweaters, loungewear and always sneakers. In the weekend you’ll definitely see me in a dress, cosy sweater and some sneakers.
What is your all-time favourite purchase?
A red lace dress from Kate Sylvester from the AW18 collection. I had this dress on my mind for months but it was always out of my budget. One day out of the blue one of the lovely girls at the Wellington store told me there was one available in the seconds rack and I went to the store immediately and bought it.
What wardrobe item should everyone invest in?
Cashmere sweater. You’ll never look at sweaters the same.
Do you have a style rule you always obey?
Hmm not really. Any time I find a rule, almost definitely I’ll find myself breaking it later (except for orange and purple together, that is yet to be broken).
Looks from CHIDO’s S/S 2020 collection that will be presented at Vancouver Fashion Week next month.
What has been the highlight of your career so far?
Going to Vancouver Fashion Week will definitely be a highlight. Being a small designer and being able to see my little passion project label on an international stage is definitely not something I imagined I would be lucky enough to do so very grateful for the opportunity.
What can’t you live without?
Sadly my cellphone, as much as I hate to admit it. It houses everything I use on a daily basis, my calendar, reminders, emails, photos etc.
Finish this sentence – You would never catch me wearing…
Orange and purple together, Love shades of the colours on their own but not a fan of them together.
Images supplied.