In celebration of our recent pop-up partnership with Smart Works Greater Manchester (SWGM), we sat down with Kay Truelove-Barratt, Trustee for Wardrobe & Ambassadors - to find out more about her journey with the charity, how her creative background has helped shape their success, and what the future holds for the organisation.

With extensive experience in fashion and brand-building, Kay offers a unique perspective on the importance of women supporting women, the power of collaboration, and the impact of our THG x SWGM shoot with ambassadors Lydia Tomlinson, Gemma Sheppard and Michelle Ackerley.

What are your key roles, and how long have you been working for SWGM and why did you decide to work for the charity?

I'm the Trustee for the Wardrobe & Ambassadors at SWGM, and I'm in my 6th year as a trustee. I was the Senior Creative Director and joint partner of Cheetham Bell advertising agency, part of Essence Media, (formerly Media Com) and part of the WPP group when I became a trustee. Essence Media already supported SWGM, and through their CFO I was introduced to Jan Iceton the SWGM chair. After a meeting with Jan and learning how inspiring and worthy the charity was, I wanted to offer my support in any way that I could. 

 As a Junior Copywriter in Advertising in the 80’s I had a senior female mentor, without her support I doubt that I would have succeeded (at that time), in a very male dominated industry. I have always believed in women supporting women, helping them to succeed wherever possible, and I believe in giving back whenever I can.

 I have a background in building and growing brands and connecting with fashion designers and retailers. This has really helped in securing the clothing donations that the charity needs to dress clients, deliver the service, and for SWGM to sell at their pop-up shops and at fundraising events.

 As an ex Creative Director (CD) at JWT London and being one of three founding partners at Label JWT (their fashion and beauty agency), ex CD at TBWA and Cheetham Bell, I have helped to grow many brands, from launching Rimmel London for Coty, launching Glamour Magazine for Conde Nast, and being CD & brand ambassador on ghd. I am pleased to say that I have been able to help by using my knowledge and connections to help increase our fashion sale income and awareness considerably over the last six years, and as a totally self-funded charity, this is has incredibly helpful.

How will the money raised from THG pop up shop be supporting SW?

We’re a self-funded charity - this means that we have to apply for grants along with all other charities. We get some financial support from corporates and we self-fund through our pop-up shops and fashion events - the money raised at the THG pop-up was very gratefully received and will go towards helping keep our doors open.

How will the imagery from the SWGM X THG shoot help support the charity and how will it be used?

On the day, we captured some incredible shots of three of our ambassadors - Lydia Tomlinson, Gemma Sheppard, and Michelle Ackerley - something we’ve never had the opportunity to do before. These shots will be used on our social media, in any advertising for our fashion and pop-up sale events and to promote SWGM to potential clients, donators and cooperates. We also managed to take some stunning shots of our ambassadors in some high-end designer pieces that have been donated. We will use these shots when we come to auction the clothing at a later date.

We could never justify spending the charities funding on capturing such brilliant images and content, having the opportunity to benefit from this hugely generous support from THG allows the charity to present itself super professionally to our different audiences and supporters. 

Why did you initially want to have the shoot day and what is your favourite shot?

At the time of the shoot, it was International Women’s Day. This was the perfect opportunity to celebrate 3 strong, creative and supportive women who use their experience, careers, connections and time to support SWGM unfailing. Lydia, Gemma, and Michelle have helped raise incredible awareness for Smart Works Greater Manchester - ensuring that thousands of women who need our support to return to work know about our services and where to find us.

It's hard to choose a favourite shot, they were all stunning, and you can tell in the pictures that there is a true warmth, and connection between all the ambassadors, this warmth shines through everywhere at SWGM and it was lovely to be able to capture it.

What has been your favourite aspect of the partnership so far?

 THG is a forward thinking, innovative, and diverse company, empowering people and communities, you encourage your staff to give time, skills and support to local charities such as SWGM. The partnership with THG X SWGM has gone from strength, to strength and every time we embark on a new project it becomes a favourite. It is amazing to be working with, and be supported by THG, through previous clothing donations via Coggles, generous volunteer support, and the opportunity to come in and talk to staff about the charity. We look forward to our next partnership opportunity with THG.

What are your plans for SWGM over the next few years and what do you envision?

This year, we celebrated our 10th birthday in June! In that time, we have opened a second centre in Manchester, we have helped thousands of women back into employment, with over 67% going on to get a job within one month of a visit to SWGM. Some of these women have been spending over 25hrs a week looking for work and have been out of work for over a year or more. We want to be able to continue on this journey - growing awareness of the charity so that many other women in need our service hear about us is something that we continue to strive for.