The Unlikely Halloween Star: M&S Director Inspires Viral 'Gay Halloween' Trend

Kathryn Turner, the director of product development at Marks & Spencer, has emerged as one of the year’s most surprising social media sensations. With over 310,000 followers on TikTok and 270,000 on Instagram, Turner has transformed from a corporate employee into a cultural touchstone, recently becoming the inspiration for a specific style of Halloween costume known as "Gay Halloween."

Turner’s rise to fame began in May when she launched her social media accounts as part of Marks & Spencer’s broader digital strategy. Implemented in 2020, this initiative aims to attract younger shoppers by championing 100 of its own employees rather than relying on traditional external influencers. Turner’s videos offer viewers an inside look at new dessert launches, such as banana caramel and pecan pudding, or feature taste tests of items like cherry and chocolate cookies.

Her content resonates deeply with audiences, regularly garnering more than one million likes per video. The appeal lies in her insider expertise; Turner has worked at the retailer since 1995, providing a level of authenticity that has attracted high-profile followers including celebrities Nigella Lawson and Stormzy. Her straightforward presentation of everyday grocery items has created a unique connection with the public.

This weekend, Turner is set to gain another accolade as fans choose to dress as her instead of traditional spooky figures like ghosts or witches. The costume formula is deceptively simple: a pair of Turner-esque glasses, a blond wig, and a packet of Marks & Spencer cookies. This trend aligns with the growing popularity of "Gay Halloween," a concept where participants dress as specific, often obscure, online pop culture references rather than generic characters.

Liam Gleed, a content creator who has posted videos of himself preparing for the holiday, plans to wear the Turner costume. He notes that the trend allows for a more personalized expression of identity. "To be very real, I love a sweet treat and I work close to an M&S so I follow her socials to find out what snacks I’ll be getting every Friday at work," Gleed explained. He added that dressing as a niche internet figure is often seen as superior to wearing basic costumes.

Gleed highlights the "real person" element as key to the trend's success. He finds it humorous that someone with a standard job title can become such a prominent figure online. This randomness is central to the appeal, tapping into an "if you know, you know" culture that rewards specificity. Other predicted costumes this year include references to viral stories about iced coffees at job interviews or Chappell Roan’s security guard.

While the term "Gay Halloween" dates back to 2023, with precursors in jokes about absurdly niche costumes on X, the phenomenon has spread across the internet. James Greig, features editor of Dazed, notes that straight individuals also participate in dressing as niche memes. However, the trend remains particularly strong within queer communities, who have long embraced Halloween for the freedom it offers to dress without judgment.

For many in the LGBTQ+ community, the holiday is sometimes referred to as "gay Christmas" due to its emphasis on self-expression. Gleed argues that this approach allows people to display their authentic selves without fear of shame. "We aren’t afraid to be our authentic selves after coming out, and to dress as someone so niche makes it comedic gold," he said, suggesting that the lack of fear regarding judgment drives the creativity.

As the holiday approaches, predictions for other trending costumes continue to evolve. Style correspondent José Criales-Unzueta of Vanity Fair has highlighted potential inspirations ranging from Drake’s viral poncho to New York City potholes filled by Mayor Zohran Mamdani. Yet, the magic of the trend lies in its unpredictability, with Turner standing out as a prime example of how ordinary jobs can yield extraordinary internet fame.

“A Marks & Spencer food director has become an unexpected internet icon, inspiring a niche but popular Halloween costume trend among fans.”