Andrea Cheong, a 32-year-old self-styled „fashion educator“ from north London, has made a name for herself by turning the fashion influencing industry on its head. With a following of 248,000 on TikTok and 152,000 on Instagram, Cheong reviews clothes with a critical eye, analyzing everything from cost and quality to construction and materials. Her brutally honest and often hilarious videos have garnered a loyal following, as viewers appreciate her no-nonsense approach to fashion.
Cheong’s main message revolves around the importance of reading care labels in clothing, likening it to reading the ingredients on a packet of crisps. In her book „Why Don’t I Have Anything to Wear?“, she emphasizes the significance of understanding the story behind the clothes we buy and the need to prioritize substance over style. While she doesn’t consider herself a sustainability activist, Cheong hopes to inspire people to shop more responsibly and minimize their impact on the planet.
Having experienced the toxic culture of fashion influencing firsthand, Cheong decided to pivot her career and focus on what truly fulfills her. After a mental health crisis in 2019, she realized the detrimental effects of the superficial world she was immersed in and made a conscious decision to step away from it. This led her to explore other avenues, including consultancy work for brands and writing for publications like British Vogue.
Cheong’s expertise in garment design and construction is self-taught but impressive. She collaborates with factories, brands, and designers to understand the intricacies of crafting items at different price points while ensuring optimal construction and quality materials. Drawing from her retail experience, Cheong sheds light on consumer behavior and the tactics retailers use to sell clothes, particularly to women.
One of Cheong’s pet peeves is the use of synthetic fabrics in items that don’t require them, citing it as a commercial decision rather than a practical one. She advocates for caring for clothes and taking responsibility for their upkeep, urging consumers to make informed decisions about their purchases. While she still engages in commercial partnerships with brands, Cheong remains committed to providing honest reviews, regardless of the brand’s reputation.
Despite her critical stance on the fashion industry’s exploitative practices, Cheong’s love for fashion remains unwavering. She finds joy in discovering beautifully crafted pieces and admires the skill and artistry that goes into creating them. Through her reviews and analyses, Cheong hopes to empower consumers to make informed choices and prioritize quality over quantity.
In her detailed reviews of various clothing items, Cheong offers valuable insights into their construction, materials, and overall quality. From women’s cardigans to men’s shirts, linen shirts, occasion dresses, blazers, and summer day dresses, Cheong meticulously examines each piece, pointing out flaws and highlighting areas of concern. Her verdicts range from „do not buy“ to „would buy,“ providing viewers with valuable information to make informed decisions about their purchases.
Andrea Cheong’s refreshing approach to fashion education has resonated with audiences seeking transparency and authenticity in an industry rife with superficiality and exploitation. By encouraging consumers to be more discerning in their shopping habits and prioritize quality over quantity, Cheong is paving the way for a more sustainable and responsible approach to fashion consumption.