At 52, stylist and influencer Kat Farmer connects deeply with midlife women, transforming her passion for relatable fashion into a thriving career amidst challenges and scrutiny.
Kat Farmer, a prominent stylist and influencer known for her relatable fashion and lifestyle content, is making waves in the world of social media, particularly among midlife women. At 52 years old, Farmer has transformed what began as a passion project into a thriving career, currently boasting 374,000 followers on Instagram and 211,000 on Facebook. Her foray into the realm of digital influence started just before her 40th birthday, fueled by the desire to manage the challenges of raising three children while maintaining her sanity.
During a recent outing with Farmer, the extent of her influence became undeniable. Surrounded by a group of enthusiastic women in their 40s on a train station platform at 11 PM, it was evident that her impact resonated deeply among midlife audiences, who were eager to capture selfies with her. As she reflects on her journey, Farmer acknowledges a stroke of luck: “I was simply in the right place at the right time. I discovered a 40-plus audience of brilliant, funny, irreverent women that nobody was talking to.” Farmer’s initial approach involved sharing candid critiques of outfits in high-street changing rooms, which struck a chord with women seeking non-judgmental style advice infused with humor.
Farmer’s day-to-day life is bustling, as she juggles various roles from leading wellness conferences to filming content. A typical day might find her in her London apartment or at her seaside property in Suffolk, where she embraces her energetic lifestyle, often adorned in signature fashionable attire like skintight leather leggings and oversized sweaters. With an agency, Dopamine, managing her affairs, the influencer dedicates four hours each day to respond to her followers’ inquiries, which range from fashion advice to personal dilemmas.
The unique connection Farmer maintains with her audience is evident in their interactions. “I’m asked about everything – from what I’ve been watching on TV to the best place to stay in St Lucia, even how to leave a husband,” she states, emphasizing the humorous bond she shares with her followers. A notable aspect of her influence is her selectivity concerning brand partnerships, where she asserts, “I will never post something I don’t like,” showcasing her commitment to authenticity.
Her impact on consumer behavior is significant, with brands such as John Lewis and Marks & Spencer benefiting from her endorsements. For instance, a recent presentation of John Lewis x Awake Mode kitten-heel boots prompted 12,000 clicks on her linked post, highlighting her ability to drive sales through engagement. A former PR manager at M&S, Jess Harris, recounts a dramatic increase in sales attributed to Farmer’s styling on social media, noting that she connects with both high street and indie labels successfully.
Farmer has transcended her role as merely an online influencer; she has taken on additional media engagements, including hosting the BBC1 show “You Are What You Wear” and publishing a style advice book. Furthermore, her grassroots efforts to foster community among midlife women are evident in her popular Instagram live sessions and newly launched overnight events, which sell out rapidly.
However, Farmer’s visibility and approach to sharing personal challenges have also attracted scrutiny. Following the amicable end of her 20-year marriage, she openly discussed the emotional toll and the challenges of her transition, which included leaving her family home while her children remained there. In light of this, she noted, “What I find interesting, and get frustrated about, is that women who leave home for reasons they may not talk about are judged by other women, whereas nobody ever judges a man for leaving.”
Amidst the support she has garnered, Farmer has faced negative comments online, yet she chooses to ignore them, drawing on the wisdom of Daily Mail columnist Bryony Gordon, who remarked, “What other people think of you is none of your business.”
As she continues to navigate her role as a midlife influencer, Farmer remains passionate about empowering her audience. She expresses fulfillment when women share stories of regained confidence attributed to her content: “After all this time, I still get a thrill when women say they had no confidence and I’ve helped them get it back. That’s all I ever set out to do.” Her journey showcases the evolving landscape of influence in the digital age, highlighting the importance of authenticity and connection within the ever-growing influencer community.
Source: Noah Wire Services
