Kathryn Turner Becomes the Unexpected Icon of “Gay Halloween” Costumes
Marks & Spencer’s product development director has turned into a viral sensation, inspiring a niche Halloween trend.
From Product Development to Social Media Star
Marks & Spencer’s food division director of product development, Kathryn Turner, has become a surprise hit on social media. Her TikTok account, launched in May, now boasts 310,000 followers and her Instagram profile has 270,000 followers. In her videos she walks through M&S stores, showcases new dessert launches such as banana, caramel and pecan pudding, and taste‑tests items like cherry and chocolate cookies.
Turner’s rise is part of M&S’s social media strategy that began in 2020, which favours featuring its own employees over traditional influencers. The company now highlights around one hundred staff members on TikTok to attract younger shoppers.
Her insider knowledge and long tenure—she has been with M&S since 1995—has earned her more than a million likes on individual videos and followers that include celebrities such as Nigella Lawson and Stormzy.
Turning Turner into a Halloween Costume
This weekend, a new Halloween craze is emerging: fans are dressing up as Turner instead of classic ghosts, witches or vampires. The look is simple—Turner‑style glasses, a blond wig and a packet of M&S cookies.
Content creator Liam Gleed has been posting videos of himself in the costume ahead of the holiday. He explains, “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 adds that the more niche the costume, the better, and that dressing as an “actual person” from a normal job makes the idea hilariously random.
What Is “Gay Halloween”?
The phenomenon fits within the “Gay Halloween” trend, which leans on ultra‑specific online references that only “if you know, you know” audiences will recognise. According to Know Your Meme, the term dates to 2023 and grew from earlier jokes about absurdly niche costumes on X.
James Greig, features editor of Dazed, notes that the trend is not exclusive to queer people, recalling annoyance in 2016 when straight men adopted very niche meme costumes. However, Gleed, who identifies as gay, says the holiday’s freedom to dress without judgment—sometimes called “gay Christmas”—makes it a perfect outlet for queer self‑expression.
Other Predictions and the Spirit of the Trend
Vanity Fair style correspondent José Criales‑Unzueta predicts additional “Gay Halloween” ideas beyond Turner, mentioning references such as Heated Rivalry and Drake’s viral poncho. The internet is also spotlighting a New York pothole filled by the mayor and foliage from Bad Bunny’s Super Bowl performance.
Criales‑Unzueta sums it up: The best ones are the ones you cannot foresee. Part of the magic of Gay Halloween is the unexpected.
As the weekend approaches, Turner‑inspired outfits are set to join a growing list of meme‑driven costumes, highlighting how a product developer’s everyday role can become a cultural touchstone.
