EXCLUSIVE What, no waistcoats? After Gareth, the Southgates' get a new (and even more glamorous!) fashion influencer

Daily Mail​

11 hours ago

Her father made waves on the internet with his pitch-side fashion choices – remember that waistcoat?
Now Sir Gareth Southgate 's daughter is following in his footsteps as a hotshot fashion influencer.
While he is a private man with no social media accounts, Mia Southgate is the opposite.
The 24-year-old shows off her outfits to 25,000 followers and offers glimpses of the family's historic Swinsty Hall mansion in Timble, north Yorkshire.
She has collaborated with brands such as Next, Caudalie, a skincare firm, and Citizens of Humanity, a jeans brand, and earns money through affiliate links from clothes and items she has worn – though how much is a mystery.
Mia has also recruited her mother, Alison Southgate, 57, for help promote content.
They feature in multiple videos, where the mother-daughter duo show off their outfits for different events and swap items from each other's wardrobes – Mia having her own wardrobe room. One video caption reads: 'Getting dressed with my bestie.'
Miss Southgate was recruited in April by the agency Blush Talent Management, an arm of digital fashion blog Sheer Luxe.
She has written blog posts about 'what a cool content creator has on her wish-list' and starred in videos for 600,000 Sheer Luxe followers.
Mia also works for upmarket high-street brand Mint Velvet as a senior social media assistant where she and Lady Southgate regularly feature on its social media pages.
Another recent deal was with luxury car maker Bentley, where she told followers she had been lent the car in return for a social media post.
Her father is conspicuously absent from her media posts despite having a proven track record of boosting brands.
His appearances in a fitted waistcoat at the 2018 World Cup caused a 35 per cent rise in sales of them at M&S.