Elle’s ‘millennial mastermind’, #saggyboobsmatter creator & ‘This generations agony aunt’ according to Dazed.
Chidera Eggerue (she/her) aka The Slumflower is a name directly inspired by Street Etiquette’s ‘Slumflower’ project, centred around the idea of a rose growing from concrete. Raised in Peckham, South-East London, Chidera shares so many similarities with this concept of beautifully growing, glowing and flourishing in an environment that mainly appears to promote the opposite, especially being a predominantly black neighbourhood which is currently undergoing heavy gentrification.
Referred to by Elle magazine as a ‘millennial mastermind’ in their ‘Stars On The Rise: 20 Power Players To Watch Out For In 2018’ list, Chidera Eggerue is a best selling author and activist with a fast-growing audience of over 190,000 across her social media accounts. Buzzfeed included her in their ‘Top 30 Black Girls to follow on Instagram’ list.
Chidera’s debut book, ‘What a time to be alone‘ quickly became a top 10 best seller and has sold over 50,000 copies to date, following its release in (Hardie Grant Publishing in July 2018). The book celebrates some of the Igbo proverbs her Nigerian mother favoured during Chidera’s upbringing and encourages a true understanding of one’s own abilities. Her second book ‘Scribble Yourself Feminist’ – a collaboration with illustrator Manjit Thapp – is an interactive and empowering journal, addressing #everydaysexism. (Penguin Random House, September 2018)
Scooping up Cosmopolitan’s ‘Highly Commended Disruptor/Changemaker of the Year 2018 Award’ and being placed on the #DAZED100 list have been some of Chidera’s recent achievements which have come from constantly sparking up conversations to do with body positivity – especially through the internet-breaking movement she created called #SAGGYBOOBSMATTER! Chidera appeared on ITV’s This Morning and managed to drive a new conversation regarding the way we view women’s bodies.
Her journey towards encouraging self-care also included, in March 2018, hosting a BBC Newsbeat documentary about hair loss in young people, which raised awareness of traction alopecia (from which she suffers). June 2018 saw her give a TEDxMauer Park talk, exploring the fear of being alone.
Chidera recently fronted a national campaign for Adidas appearing across billboards and digital advertising and also spoke alongside actress Kate Winslet as part of the National Literacy Trusts global campaign to educate disadvantaged women around the globe.
Chidera is part of ethical fashion label Collusion aimed at the positive choices and values of Generation Z. The garments are gender neutral and body-positive. The label is stocked exclusively by ASOS.