Social media users are creating Halloween costumes modeled after Kathryn Turner by donning blond wigs, glasses, and carrying Marks & Spencer cookies. Turner originally joined social platforms alongside 100 other staff members to help the retailer attract younger demographics to its food halls. Her dessert taste tests and workplace clips quickly amassed hundreds of thousands of followers, including high-profile celebrities like Stormzy and Nigella Lawson. The viral tribute mirrors a wider movement toward ultra-specific pop culture references celebrated within queer communities.
Key points
Turner gained rapid online traction by showcasing regular behind-the-scenes corporate dut…: Turner gained rapid online traction by showcasing regular behind-the-scenes corporate duties like product testing and store visits.
Gay Halloween costume trends prioritize deeply niche digital references over traditional…: Gay Halloween costume trends prioritize deeply niche digital references over traditional spooky figures or major movie characters.
Obscure meme costumes serve as an expressive, comedic outlet that continues to be heavily…: Obscure meme costumes serve as an expressive, comedic outlet that continues to be heavily championed by queer culture.
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She is not the most likely viral star. But with 310,000 followers on TikTok and 270,000 on Instagram, Marks & Spencer Food’s director of product development, Kathryn Turner, has suddenly become one of the year’s big hits on social media. Her videos take the viewer with her as she goes in-store to look at new dessert launches, including its banana, caramel and pecan pudding, or taste test its latest products, such as its cherry and chocolate cookies.
Turner is part of Marks & Spencer’s wider social media strategy implemented in 2020 as a way of attracting younger shoppers. Instead of using traditional influencers, M&S now champions 100 of its own employees on TikTok.
Turner, who launched her account in May, now regularly receives more than 1m likes on her videos, with celebrities including Nigella Lawson and Stormzy among her followers. Part of the appeal is Turner’s insider knowledge and expertise: she has worked at M&S since 1995.
This weekend, she will gain another prestigious accolade as fans spurn ghosts, witches and vampires and instead dress up as her for Halloween.…
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