DIARY directory recently caught up with fashion blogger Kat Farmer from "Does My Bum Look 40 In This?". The self-confessed fashion addict, started her blog to document her journey as she was trying to find her style in her 40's. Kat recently signed with social media talent agency Gleam Futures, who also look after talent including Zoella, Megan Ellaby and Tanya Burr. Kat has worked with brands including House of Fraser and Debenhams and has also appeared in The Times.

 “So many of my now favourite brands that I write about and

work with, came via the gifting route."

How long have you been blogging and what inspired you to start?

I started blogging five and a half years ago when 40 was around the corner and nobody was writing or talking about women of this age. We were totally forgotten about and ignored. So I thought I'd chart my journey into my 40's, trying to straddle that dodgy line between mutton and frump. And it grew from there. 

What’s a typical day like for you?

Well that's the best thing about this job, every day is different. It could involve a shoot, a press breakfast, back to back meetings, research (which involves spending a couple of hours shopping - hardly a hardship), writing, writing and more writing or eight hours watching my children play sport/music concert/hospital appointments. 

Previously women in their 40’s have been somewhat sidelined by the fashion industry - what do you hope to offer your readers/followers?

I want to be able to inspire women to step out of their comfort zones.  It's not about trying to look younger, but being able to still look modern. To wear on trend pieces but mixing them into a wardrobe of classic favourites. I think that cost per wear is key - building a wardrobe of pieces that offer versatility. 

What are the biggest challenges of following fashion in your 40’s? 

It's finding that balance between being a slave to fashion and looking modern. There is no reason why into your 40's you can't still look contemporary. A twist on a classic. 

How do you balance parenting with blogging?

I have an amazing nanny and a very tolerant husband. I'm also fortunate in that I can be very flexible with regards to arranging meetings.  And there in lies the joy of the job!

You recently signed with Gleam Futures, tell us about that!

It can only be an amazing thing. I have been assigned the best manager ever, they've got some really exciting plans with regards to opportunities. It will also be massively useful with regards to negotiation of fees and contracts.  Which is the worst aspect of blogging! 

Who are your favourite brands? Who would a dream collaboration be with?

Oh gosh, how long is a piece of string. There are so so many brands that I would love to work with but I'm looking forward to branching out into other lifestyle areas which sit neatly alongside fashion, so beauty, interiors, food and drink. Oh and travel. Dressing for holidays and being on holiday with friends and family would be my dream collaboration. 

"I certainly think that the focus on the older demographics

in these fields is only set to grow."

What catches your eye in a press release? 

Pictures, pictures and more pictures. Something personal is always nice. I know from recent conversations that PRs are often surprised at how successful gifting can be.  So many of my now favourite brands that I write about and work with, came via the gifting route. 

Any pet peeves when working with PR’s?

When a brief is really prescriptive. If a PR has asked you to do work and have wanted to use "your brand" it would be lovely if they trusted you to complete a brief without being micromanaged!! But most are amazing...!

Do you have any tips for any budding influencers?

Integrity is key. Honesty is the most important thing to remember and just be yourself. Try not to let yourself get side tracked by what other people are doing, believe in yourself and plough on!

Many bloggers have expanded into other platforms such as YouTube, is this something you have considered doing?

The popularity of instastories has made me think that it's definitely an avenue to explore. The changing room experience has been so so hugely welcomed, I think it's definitely something worth thinking about. 

The digital sphere is ever changing, with increasing importance placed on visual platforms like Instagram, where do you think blogging will be in five years?

Gosh, who knows! I'd love to have a magic ball and be able to predict the future! If I look back five years, I don't think I could ever have predicted the success of my blog and social media platforms. But I certainly think that the focus on the older demographics in these fields is only set to grow.  

How have you grown your following on social media? Do you have a preferred platform?

Social media has been hugely influential in the growth of my following. Twitter a few years ago was a really good driver of traffic to the blog but the game changer has been Instagram. With regards to exposure to new brands and new audiences. I would say it's been career changing.

Blogging can - to an extent - be seen as a numbers game, however, we know that numbers don't always measure up to engagement. What does success mean to you and how do you measure it?

It's obviously lovely to be asked to work on amazing assignments by big brands, certainly having your face on billboards and in newspapers was a milestone for me (thank you House of Fraser).  I also would say the feedback you get from readers who have said that reading from their sofa after having their first/second/third baby has given them their confidence and genuinely their life back, is testament to me doing something very right!  Also seeing small brands grow that I've worked with and knowing you've been a direct part of their financial success as well as working with bigger brands, has all been hugely rewarding and, I would say, a good barometer of being successful. 

What’s coming up next for you?

Lots of exciting things, working with new brands, the joy of Instagram means that I've been approached by lifestyle brands which aren't purely fashion. As well as YouTube... (not that that's daunting... much..!!!)

Which other influencers do you follow and why?

I meet lots of amazing fellow influencers on trips etc and am an avid Instagram follower of too many to mention, but I do tend to only cast an eye as I think it's so easy to get distracted from what you’re doing, your message and your style (I am a total fashion magpie and having made more than one mistake in the past with a dodge purchase, I prefer to sneak a quick peak but not buy!) I also find that there is the curse of Instagram where everyone suddenly has the same "must have" top, which does happen sometimes by accident (great minds think alike!) but I think people do find it more refreshing when you do your own thing.