DeMOYO Takes a Fearless Step on The Runway of Toronto Alternative Fashion Week for Fall/Winter 2011

On Tuesday, April 26, emerging Canadian designer DeMOYO previewed their Fall/Winter 2011 collection, Prowess at Toronto Alternative Fashion & Arts Week at 99 Sudbury in Toronto. Using a colour palette featuring a range of greys shades, with punches of chartreuse and wine, DeMOYO presented a collection of finely detailed dresses, heavy satins, velvet, lace, knits, twill and corduroy.

Filled with, what she describes as “fierce determination”, Zimbabwe-born designer Paidemoyo Chideya says her collection’s theme is about, “the ability to push the envelope, just enough that it does not infuse fear, because lets face it: the future is here, but most humans are not ready for what is around the corner. Prowess is the ability to take them there regardless.”

Producing and sourcing fabrics from Canada, with hopes to source from her native African continent to develop vertically integrated operations to assist women in becoming self-sufficient, “because it is the future, and those are my roots. Vertically integrated means owning mills and factories and being able to maintain fully operational structures that would enable people to help themselves. There is way more to fashion than meets the eye. My personal purpose through fashion is to bring consciousness back to life.”

DeMOYO ranges in price from $300 – $700 CDN and is available for purchase at, Baltodano and Co. in Los Angeles and Swank in New York City.

View images of DeMOYO FW 2011 fashion show here.


With a career in fashion spanning a decade, DeMOYO designer Paidemoyo Chideya refines her aesthetic by pulling from the cultural influences which shaped her upbringing. Having been born in Zimbabwe and then raised in Sweden, London and Paris, Paidemoyo focuses her vision on infusing aid into the infrastructures of suffering economies by being eco- conscious and creating jobs in at-risk areas sourcing from small communities in Africa. Her voyage into fashion started upon her New York City arrival; determined to learn and succeed in the fashion realm, she apprenticed for Carolina Herrera, Calvin Klein and Ralph Lauren, where she learned to filter her eye for classic tailoring, vintage inspiration, and elegance. For more information, visit

About Gail McInnes (320 Articles)
Originally from Glasgow, Scotland, Gail McInnes has made an indelible mark on the Canadian fashion and entertainment scenes; managing and guiding the careers of some of the country's most notable talents, including Lucian Matis, Hilary MacMillan, Stephen Amell (CW's Arrow), Natalie Brown (The Strain), Brad Goreski (E! Fashion Police), and more. Visit for more information or email

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