Bearing the torch of the Anywhere Generation with Andrea Chong

 |   Singapore News Center

Moments after arriving at Island Café, a cosy little spot tucked away in a corner of the fourth floor of Tang Plaza, Andrea Chong clicked her heels and got down to work.

The 24-year-old fashion blogger seemed to be everywhere at once as she bustled around the sun-lit venue, hunting for the perfect background that best complements her #OOTD.

“This is a side of being a blogger or influencer that people don’t usually see,” Andrea commented as she struck a pose while her photographer experimented with several angles and lighting. “It’s not all fun and games, and a lot effort goes behind every shot that ends up on my Instagram profile.”

Over the past few years, Andrea’s distinctive blend of personality and eye for style has won her a loyal legion of followers eager for her next instalment of how to best put together disparate but affordable articles of clothing into sartorial combinations that just work.

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“I got into blogging pretty late compared to the other big names on the local scene, but thanks to the power of social media platforms like Instagram and Twitter, I was able to grow really fast by focusing on topics that were relatively scarce at that time – like travel and fashion,” she said.

Most recently, Andrea’s social media clout won her the honour of providing live coverage and commentary at Singapore Fashion Week as one of 10 international Digital Fashion Week Insiders – the only Singaporean in the line-up.

Despite her glamorous image and the glitzy venues she always seems to hang out at, Andrea still comes across as a down-to-earth Singaporean who works out of her 3-room HDB apartment that she shares with her parents and family.

Her ability to “keep it real” while staying productive and successful in her unconventional career defines her as one of the leading torch-bearers of the Anywhere Generation.

Hi Andrea! Can you tell us more about yourself and what you do?

I’m a fashion blogger and fashion model, and I create content on travel, fashion, and beauty with the goal of helping women in Singapore and around Asia find inspiration on what to wear, what to do, and where to go.

This can be anything from blog posts to Instagram photos showcasing the latest trends on topics ranging from nature to my wardrobe to that dessert that I’m craving!

But mainly, my content is mostly about fashion. I try to communicate the idea that all sorts of clothing items can be relatable. For example, I had a friend who loved leather jackets but felt uncomfortable in them because she was not skinny.

I showed her several jackets that fit well on her and gave her outfits more structure, and she has been addicted since then.

That’s why I love fashion – it’s not just about high-end expensive dresses, but a matter of helping people discover what they love and that they can wear what they love.

I’m fortunate to be ranked as one of the top bloggers and influencers in Singapore, and I’m glad my efforts to curate the latest styles have resonated with my fans here.

What does being part of the Anywhere Generation mean to you?

It means that I am truly in control of my schedule and my time, and that I don’t abuse that privilege. Instead, I’m responsible of using that power to stay productive wherever I go.

I think people have this misconception that being a fashion blogger and model is all fun and games, but the fact is life in my line of work can be very hectic. It may be work on a more flexible schedule compared to a traditional 9-to-5 job, but it’s still work!

I’ll usually have to get up by 5:00AM and be in bed by 10.00PM or 11.00PM to rest well for the next day!

As a member of the Anywhere Generation, I’m also constantly seeking out new experiences. This means travel is a big part of my work, and I’m out of the country 50 to 60 percent of the time.

There’s no clear divide between work and play – work is play and play is work because I enjoy what I’m doing. There’s always something happening or some task to be completed, but I thrive on multi-tasking and it’s a constant journey to find that balance every day. That’s why it can be quite frustrating when people come up to me and say, “You’re so lucky you don’t have to work!”

For us, it’s more than just showing up and doing a good job. We’re driven by a sense of purpose.

I see myself as sort of a challenger to conventional thinking and business models in the media industry. It’s a very competitive industry, and we’re talking about re-writing the rules and redrawing the boundaries.

Putting my studies on hiatus and pursuing my dream as a fashion blogger is a big no-no in many Asian families, but I’m lucky to have the support of my loved ones to follow my heart.

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How does technology enable your lifestyle as a millennial?

Technology is my life! I need my personal devices and internet connectivity wherever I go. They help me stay in touch with my assistants and staff back in Singapore whenever I travel, and of course keeps me connected to my fans on social media.

I have three essential devices I need to bring with me wherever I go – my laptop, my phone, and my camera. That’s pretty much it! These three simple devices flow together to complete my work process.

I take photos with my camera, read and edit them on my laptop, then email them to my clients for approval. Once approval comes back, I’ll transfer the photos to my phone, make some final edits to the colours, then post them on social media.

So, there’s this huge long process behind every photo I post, and I don’t think a lot of people are aware of it!

Microsoft’s Surface Pro 4 has been an incredible addition to this workflow. It runs on the power of a full laptop, but is just as thin and light as a tablet so I can bring it everywhere I go.

I can run any PC app I need in my work , and there’s even an Instagram app that I can use to post photos once I’m done editing them!

Best of all, I can run them all at the same time side-by-side thanks as this is a proper PC, instead of having to switch back and forth between one app at a time like most other tablets.

For us millennials, I think it’s all about getting things done. We’re constantly surrounded by so many devices that the only important “feature” is whether they help us do what we have to do and move us along in our lives efficiently.

How do you stay connected with the local fashion scene?

I think it’s important to support the local fashion scene, and part of my involvement in the Singapore Fashion Week was to show people that they can wear local and look good. Some of the brands I’ve worked with include Stolen, In Good Company, Klarra, Love Bonito, and Eight Slate.

I was also a judge in the Singapore Fashion Awards, which is a milestone event that gives due recognition to local designers. I look out for up and coming designers who stand out with a unique identity, but at the same time designs clothes that are wearable and resonates with the broader public.

The challenging bit about local fashion designers is that sometimes they come up with such avant-garde designs that while interesting to look at, won’t really do well commercially.

It really comes down to raising awareness that we have a bright and vibrant local fashion industry here, so I’m always happy to promote the labels and lend my voice in telling people that Singapore can produce great designers too.

Where do you find inspiration for your work?

I think it’s the idea of just trying everything. When you try everything, you’ll start to develop a sense of what works and what doesn’t.

I read a lot to stay up to date with the latest trends. This includes sites like Buzzfeed and my own social media feed, where I follow a variety of other industry leaders and influencers like Sincerely Jules from LA and Tuula Vintage from Australia. They keep their content very natural and very relatable, which are the principles that I also strive to follow in the production of my own content.

Everyone I work with inspires me in one way or another. I believe each and every person embodies their own values, and there’s always a takeaway for me when I conclude a project. I have friends who are good in business development, friends who are good with people, friends who can share valuable life lessons with me… I try to take all these good qualities I experience and recreate them in my own life.

As more and more of the Anywhere Generation head down unconventional paths, what advice do you have for them?

I think it’s important to be realistic. It’s easy for me to just say, “Follow your dreams”, but I’ve been quite lucky to be able to do what I love. And even then, there was a lot of hesitation for me in the beginning.

A lot of research and passion, and a bit of skills in what you want to do, helps a lot. It’s easy to just quit your job and “follow your dreams” but it has to be something that you can sustain over the longer term.

For example, my boyfriend’s dream is to own a bakery, but we’ve decided that he should go further in his career as a lawyer before heading down that path.

A lot of people in our generation will feel the same way – like they need to be driven by hopes and dreams. That’s great, but it’s also important to stay grounded and ensure that you have enough income to survive on a daily basis!

Once you have your foundations set right, your dreams will be closer than ever before.