Leading with Intention in Fashion Media: In Conversation with Andrea Thompson

3 days ago
7 min read

I first came across Andrea Thompson in 2020, not in person but online, in the middle of the Black Lives Matter movement. She reached out to ask if she could use a photo I took during a protest for a Marie Claire article. I replied too late, so it didn’t end up featuring, but we stayed connected on social media from then on.

Since then, I’ve followed her work closely. From the stories she’s led at Marie Claire to her work as Chair of the British Society of Magazine Editors (BSME), everything she does feels intentional. Her commitment to centring voices that are often sidelined in both media and fashion never feels performative. She moves with ease between editorial, culture and politics without treating them as separate worlds, which is an approach I admire as someone interested in how media can be culturally aware. At a time when clickbait is rife, I personally crave authentic, down to earth stories, and media that reflects the values and experiences of the people it represents.

Ahead of London Fashion Week, I sat down with her to talk through her journey to becoming the editor-in-chief she is today. From her upbringing to her career, her path is layered and anything but linear. It’s a powerful reminder that leadership rarely follows a straight line, and that staying true to your values and leading with intention matters at every stage.

Andrea grew up in what she describes as a “politically charged” household, where politics and culture were never abstract concepts. “There were always serious conversations happening,” she says. Andrea’s parents – her father who came to the UK from Barbados in the 1960s, and her British mother, a fierce feminist – actively encouraged her to question power and authority, even as a child.

Naturally curious, Andrea leaned into this environment with ease. Many of her parents’ friends were in mixed race relationships and forced to leave South Africa under apartheid, exposing her to the realities of racism and inequality from an early age.

“I grew up in an environment that was always questioning the status quo and why the media behaved the way it did.”

She noticed how differently Black communities were represented compared to white communities; how narratives were framed and whose voices were prioritised. That early awareness planted a seed, but it was her inquisitive instinct that kept her engaged.

“I always wanted to be represented, and I thought maybe the way to do that was to get inside the industry and try to change it.”

Breaking into the Industry

For Andrea, writing about fashion was never the initial goal. A career in investigative journalism was. Andrea entered the media through news and features, honing her craft in investigative journalism. From child exploitation to the ethics of plastic surgery on the high street, much of her work was issues-led and written from perspectives that were typically overlooked. She worked on features and long-form storytelling, often placing women and marginalised communities at the centre of complex, hard-hitting stories.

It wasn’t until Andrea joined Marie Claire UK, and later stepped into the role of Editor-in-Chief six and a half years ago, that fashion became a more central part of her remit. “When you’re leading a brand like Marie Claire, you have to straddle everything,” she says. “You have to be across fashion, beauty, politics, culture. All of it.”

That commitment to the communities she once reported on continues to shape how she approaches fashion coverage today. Yes, there is a clear love for trends and front-row moments, but there is also a strong emphasis on storytelling and responsibility.

“I've always loved fashion, but stepping into a leadership role made me think about the industry differently. Who gets visibility. Who gets funded. Who deserves to be spotlighted more. ”

Balancing Fashion and Cultural Movements

With over 80% of consumers now demanding greater transparency from brands, “it’s not enough to just make great clothes,” Andrea says. As a result, both the way brands tell their stories and how the media covers them, is shifting.

At Marie Claire UK, that shift means looking beyond the product and focusing on the people, purpose, and values behind it. Storytelling is approached with greater intention, especially around who is given visibility. Spotlighting female-founded and sustainability-driven brands such as Amy Powney’s Akyn, alongside values-led companies like luxury fashion brand Tolu Coker , is one way this philosophy is brought to life.

“People want brands that align with their values. If you can't articulate what you stand for, you're already behind.”

Advocacy and the British Society of Magazine Editors (BSME)

Alongside her role at Marie Claire UK, Andrea has served as 2025 Chair of the British Society of Magazine Editors (BSME), an organisation that brings together editors from across the industry to champion high-quality journalism.

“We all work independently most of the time,” Andrea says. “So it’s rare to be in a space where you can actually talk honestly. What quickly becomes apparent is how closely aligned our challenges are." From declining trust in media and shrinking attention spans, to algorithm changes, AI and the growing influence of social platforms, BSME provides a space for senior editors to voice shared frustrations and collectively seek solutions.

“We're in an age where AI, algorithms and social media are diminishing the role of quality, fact-checked journalism. This is an organisation that's championing well-researched journalism and fighting for great writers to be recognised.”

Alongside mentoring initiatives, the organisation runs two annual awards: the BSME Awards, which celebrate editorial excellence each November, and the Talent Awards, designed to spotlight emerging voices in the industry.

Despite this, hiring from diverse backgrounds remains a persistent challenge. “When I got into magazines, it was a very white place,” Andrea says. “There were women, but there wasn’t much diversity.” While progress has been made, particularly with more diverse talent in editor roles, she is clear that meaningful change has been slower at senior leadership level. “Top management still has a long way to go to be truly representative.”

Looking ahead, Andrea and the BSME leadership team are evaluating how hiring practices can be shared more transparently to cast a wider net when recruiting. “People applying are still largely from the same demographic,” she explains. Part of the issue, she believes, is the low pay associated with many media roles. “If you’re able to live at home in London, that’s fine - you might have family support. But if you’re living outside London, for example in Derby, it’s incredibly difficult. We have to ask how we can better support those people.”

“The longer you stay elitist, the more outdated you'll become.”

Fake News and Social Media

In the age of AI and social media, it’s never been easier to publish content while it’s also never been harder to verify if information is actually true. Daniel-Yaw Miller echoed a similar concern in his Muse 54 interview too. “We are at war with fake news,” Andrea says plainly.

One area Andrea’s particularly concerned about is health misinformation, especially when influencers position themselves as experts. “That’s where it becomes genuinely dangerous. Anyone can say anything online, and it spreads instantly.”

When asked how readers can protect themselves, her advice is simple: always double-source information, and with anything medical, verify it with a qualified expert.

“At Marie Claire, we won't report on anything that's just a fad on TikTok. Every week there's something new, but there has to be expert verification every time.”

While Andrea believes stronger government regulation is needed, she’s equally clear that social media platforms must take greater responsibility. As a publisher, Marie Claire is guided by IPSO and required to self-regulate. In contrast, she argues that many platforms continue to absolve themselves of accountability by positioning themselves as “hosting platforms” rather than publishers.

Next Gen

For those starting out or looking to progress in journalism, Andrea emphasises the importance of knowing your values and building a personal brand around them. That might mean starting a blog, a Substack or a podcast - something consistent that demonstrates how you think. Social media, when used intentionally, can be a powerful tool.

At the same time, she’s pragmatic about what journalism still demands. “If you’re serious about this, you have to be willing to work for other people,” she says. “Even at places that don’t fully align with you.”

“I worked for the Daily Mail for four and a half years. The politics are definitely not my own, but it was the best training I ever had.”

“I learned discipline, structure and how to write under pressure,” she says. More importantly, working across different editorial cultures helped her hone her voice and understand how major media organisations maintain their influence.

When it comes to pitching, her advice is equally pragmatic:

Keep it short. If you can’t summarise your idea in a paragraph, it won’t work.
Embed images directly into the email - no downloads.
Avoid calling. Initial pitches should always be emailed.
Follow the 3-6-9 rule: follow up on day three, day six and day nine.

Beyond the Headlines

When asked what work she’s most proud of, Andrea doesn’t mention covers or impressions. She talks about people. Domestic violence survivors. Women affected by violent crime. Stories that gave women the space to speak when they hadn’t been heard before.

“That’s the work that stays with you,” she says. “Because it can actually change something for someone else.”

If there’s one thing this conversation makes clear, it’s that Andrea’s journey reflects the reality of the modern woman who refuses to be boxed in. Her ability to move between fashion, journalism and advocacy mirrors how many women in 2026 live and think: multi-passionate, culturally aware, and driven by meaning as much as aesthetics.

Women want beauty and meaning. Creativity and accountability. We want to see ourselves reflected not just in the clothes on the runway, but in the conversations shaping the industry.

As fashion evolves, so too must the way it speaks to women. The future isn’t about choosing between beauty and substance but allowing space for both to co-exist. And it’s leaders like Andrea, who lead with responsibility, purpose and intention, who make that possible.

Get to know Andrea:

Born: London, UK

Ethnicity: Barbados 🇧🇧 and English 🏴󠁧󠁢󠁥󠁮󠁧󠁿

Dead or alive, who would you love to interview: Nelson Mandela and Rihanna

AI, friend or foe: Long-term friend, short-term foe

Song on rotation: Waiting All Night by Rudimental feat. Ella Eyre