Stylist Ryan Kay has been instrumental in orchestrating a significant style transformation for television personality Denise Welch, a journey he affectionately terms the “Denissance.” This evolution, marked by a newfound embrace of high fashion and empowered dressing, began when Welch approached Kay for the 2025 Virgin Atlantic Awards. Seeking to embark on a “second act” and expand her horizons through style, Welch found an immediate connection with Kay, discovering shared passions for reality television, classic thrillers, and 1980s fashion.
The Genesis of the “Denissance”
The collaboration between Kay and Welch was sparked by a message from Welch expressing her desire for a style overhaul. “When she messaged me about the Awards, she was starting what she called her second act,” Kay recounted. “She was looking to broaden her life through style.” This initial contact led to a three-hour meeting where their rapport quickly solidified. Kay, who cites powerful women like Joan Rivers and Joan Collins as inspirations, was drawn to Welch’s potential as a “blank canvas.” While Welch is a familiar face in British households, having starred in “Loose Women” for over two decades and appearing in series such as “Coronation Street,” she had not previously worked extensively with a stylist. Kay expressed gratitude for being part of her new glam team, alongside makeup artist Toby Salvietto.
Welch herself has noted the profound impact of Kay’s influence. “Ryan has changed the way I see myself,” she stated via email. “He has given me a confidence I didn’t know I had. I’ve always been a bit afraid of couture, but now I embrace it and love the reaction I get when I go out.” This newfound confidence aligns with Welch’s aspirations to revisit her acting career, including a return to more dramatic roles, such as in the Channel 5 series “Benidorm is Murder.” Kay saw this as an opportune moment to reshape perceptions through her public image.
Ryan Kay’s Stylistic Philosophy
Kay’s own journey into fashion styling is rooted in a lifelong fascination with the interplay of clothing, character, and perception. His early studies in performing arts fostered an interest in the transformative power of dress, drawing inspiration from the glamour and commanding presence of Old Hollywood actresses like Marilyn Monroe and Bette Davis. After attending the London College of Fashion and working in PR, Kay recognized fashion’s potential as a form of performance capable of enacting profound change.
His styling approach is centered on amplifying a client’s existing identity rather than imposing a new one. “It’s never about changing Denise,” Kay emphasized. “It’s about showing people another side of her.” This philosophy guided Welch’s looks for significant events, including the 2025 Awards show where she presented an award. For this occasion, she donned a double-breasted gingham suit by Holland Cooper, complemented by an oversized Saint Laurent tie, a vintage Chanel belt bag, and Alexis Bittar jewelry – a look that playfully interpreted power dressing with exaggerated shoulders and a touch of glamour.
Elevating Style: Key Moments and Collaborations
The “Denissance” gained further momentum at the GQ Men of the Year Awards, where Kay and Welch drew inspiration from leather and the Saint Laurent Spring/Summer 2026 collection. Their ensemble featured a blend of futuristic elements and a romantic, oversized bow, enhancing Welch’s self-expression. Kay views this as a deliberate amplification of her personality, not a disguise.
At the 2026 PEUGEOT PRIDE Awards Europe, the duo continued to blend styles, opting for satin tailoring from the Swedish brand Malina layered over a sheer skirt. This outfit showcased Jimmy Choo heels and highlighted Welch’s growing comfort and enjoyment with fashion. Kay noted the significant support from Jimmy Choo throughout Welch’s style journey. “She has so much trust in me,” Kay said. “It’s a true blessing for me. But what’s been so gorgeous is that, since we started working together, I’ve seen her love for fashion grow. She’ll send me inspiration from red carpets, and I’ve seen a real growth in her enjoyment of getting dressed.”
Challenging Age Norms in Fashion
Kay sees Welch as a symbol of a generation of women who are defying age-related expectations in the fashion world. He observed a broader industry shift, noting recent commentary from The New York Times about mature women gaining more visibility in campaigns and on runways. “I think Denise is this perfect representation of a generation of women who refuse to be defined by their age,” Kay stated. “She dresses with her confidence rather than people’s expectations. That’s the true key to her look. Her fearlessness to try things.”
The stylist believes fashion can be empowering at any age. The positive reception to Welch’s “Denissance” has led to numerous messages from her followers, encouraging others to view age not as a limitation. “What I love about fashion is that, at any age, it can be empowering,” Kay remarked. “The amount of messages I get from people after dressing Denise, from her followers, regular women, encouraging people to not see age as something limiting, is incredible.”
This deliberate fearlessness means Welch and Kay do not chase fleeting trends. “We don’t follow trends,” Kay asserted. “She’s not conforming to what society thinks people her age should be wearing.” For Kay, the “Denissance” extends beyond clothing, fostering a deep personal connection that has evolved into a genuine friendship and a familial bond.
Beyond Style: A Deepening Connection
Their bond was further solidified during a trip to Los Angeles for the wedding of Welch’s son, Matt Healy. Kay designed a series of outfits for Welch to commemorate her recent surge in confidence and empowerment. Recalling the fitting, Kay described Welch’s reaction: “She just lit up. She looked in the mirror and said, ‘I can’t believe this is me.’” He was moved to tears, seeing her embody the old Hollywood glamour he had envisioned.
The positive impact of Kay’s styling has not gone unnoticed by Welch’s family. “Even her family have noticed such a change in her. They’ve told me, ‘You’ve transformed her. She’s loving life so much more,’” Kay shared. “Hearing that means so much to me, because that’s exactly what I want for her. It’s never just been about the clothes – it’s about making her feel confident, beautiful and unapologetically herself. I know I’ve done my job properly when my client feels good in what they’re wearing. That’s what it’s all about for me.”
Kay believes the “Denissance” is fundamentally about trust and understanding. “The best relationships are built on trust, and that’s exactly what we have. There’s a freedom to be creative. She knows that I understand her beyond her style. I know her as a person. That’s where the magic happens.” This holistic approach ensures that Welch feels not only stylish but also authentically herself, embodying confidence and empowerment at every turn.
