Written for Fashion & Beauty Monitor
Influencer, illustrator and journalist Andrea Cheong is the founder of The Mindful Monday Method. She runs London based content consultancy, Onli Agency, and creates editorial and educational content around sustainable fashion and beauty across her Instagram and TikTok. Previously a writer for Time Out and British Vogue, Andrea is now a sustainable fashion contributor at Who What Wear. One of TikTok’s ’22 Creators to Watch in 2022’ and a London Evening Standard ‘Top 25 influencer’, she has worked with brands including Pandora, eBay and StitchFix.
We caught up with the multi-hyphenate, who is represented by brand new talent agency, The Sunday Chapter, to talk sustainability, celebrity style and Earth Day...
What would you like to see from brands this Earth Day?
Ideally - a commitment that the next collection (Spring 2023) will have zero virgin synthetics or synthetic blends. They would've already started this design process at the beginning of this year, so the ones who aren't simply paying lip service will be able to stand by this. Realistically - stop using the terms "conscious", "responsible" and "sustainable" without having third party accreditation or auditing. It's not good enough for customers when a brand sets its own (often paltry) sustainability goals.
What kind of content works best for you on TikTok?
It's unusual but most of my content is considered "long" - a minute or more. It goes to show it's not about following random rules someone gives you, it's about answering to your audience's expectations. 3 of my videos over 1 million views are above 60 seconds.
What brands would you love to work with next?
Retailers that want to curate a more responsible edit. I would love to help Net A Porter, Matches Fashion, Farfetch etc. come up with guidelines and edits on what constitutes a sustainable buy, not just lists made up of sustainable "brands". As we know, there is really no such thing, and a lot of these brands don't pass the quality check. E-commerce sites are crucial in educating shoppers what a conscious edit actually is. It's an ongoing process.
Tell us about the Mindful Monday Method.
This is a 5 step method that starts with a wardrobe audit to understand why you don't like something. You'll start to see similarities, it could be a particular retailer or fabric, even texture. The next is budget - how much do you currently spend a month/ year on fashion, are you comfortable with this? The third step is defining your sustainability goal. Some people are hardcore zero waste and will not shop new. Some simply want better quality pieces and to buy less, they're not quite swayed by the environmental argument. That's ok, everyone is on their journey and the Mindful Monday Method is a filter you can use to adjust to your lifestyle. The fourth and fifth steps are what my TikTok is about - quality and material composition. How does this match up to the price? Are we being greenwashed? It saves people money while innately being more environmentally conscious.
What are some of your favourite sustainable brands?
I believe in sustainable buys not sustainable brands. There are some brands that are absolutely amazing and consistent in quality and price, but I would prefer to recommend items. It's more beneficial to consumers if I teach them to shop sustainably rather than rely on brands alone.
What has been your career highlight to date?
Getting to know my community. Sustainable fashion wasn't a thing back in 2019 when I first started Mindful Monday Method reviews. It was like talking to myself for a long time. Thanks to TikTok and a huge surge in interest in shopping better for ourselves and the planet, it's lovely to have many internet friends now!
What is the future of fashion?
Fashion that adds value. It's not about aesthetics alone anymore. That's a very millennial thing and even with my generation, we're getting sick of style without substance.
What do you want your legacy to be?
I want people to know they can be free of impulse shopping. Fashion and mental health are so intrinsically linked, from the way we are conditioned to hate our bodies if we don't look a certain way and standard sizes don't serve us... to the fantasies we are sold. If we buy something new this weekend maybe we can be "that" girl. On the surface, it's quite fun. Look deeper and it's exploitative, particularly of women. Impulse buying is a big step towards taking back control of our finances and mental health.
What other content creators do you admire?
I've recently come across Amelie Zilber. What an amazing woman! I love Xenia Adonts and the brand she's created. That's one label I think is truly doing the utmost best when it comes to style and sustainability. However, I mostly watch TikTok creators.
What attracts you to a brand partnership?
Freedom. The Mindful Monday Method came alongside radical change in my mindset, not just professionally or personally. I realised that I cannot separate the two. So freedom to do what I know works best for myself and my community is important.
How did you get into art and how would you describe your style?
I have always painted. When we were in lockdown, I revived my love for it. Almost everything I created during that time is sold now. I wish I could incorporate it more into what I do!
What kinds of stories do you look for to cover on Who What Wear?
Contrary to what people think, I am so thrilled when I see high street brands do better: produce with lower impact and responsible materials and keep up a high standard of quality. I am always on the look-out for sustainable buys rather than sustainable brands. Not everyone can access sustainable brands.
Which celebrity’s style stands out for you the most?
Zendaya.
How do you unwind at the end of a busy day?
I am working on that, but my bunny Sunday helps.
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