Celebrate Pride in Soho

London is home to one of the largest LGBTQ+ communities in the world and we are proud to be supporting and celebrating Pride.

Celebrate Pride with Soho brands offering exciting in-store promotions, activations and events. Find out more here...  


London Pride Parade - 29th June

Returning to London on the 29th June, the Pride in London Parade is taking to  the streets in celebration of the LGBTQ+ community.

Marching through the streets of the West End with music blasting, singing and colour, the parade will begin at Park Lane and make its way through Picadilly, Picadilly Circus, Haymarket, Trafalgar Square, and finish at Whitehall Place. 

Headed by non profit organisation 'Pride in London', The London Pride Parade is bought to you by a team of passionate volunteers who provide a voice and a platoform for every part of the LGBTQ+ community, while also raising awareness of the issues and prejudices which the community face.  Have the time of your life, with music, costumes, rainbows and 100s of LGBTQ+ community groups, non-profit organisations and supportitve businesses spreading the love. 


In-store offers for Pride 2024


Skin Laundry 

9 Newburgh Street

Luxury skincare clinic, Skin Laundry, is offering 50% off your first laser facial for new clients. 


Aesop Queer Library 

41 Lexington Street

Head to Aesop's Lexington Street  store for the fourth edition of the Queer Library in London. Throughout the duration of the Queer Library, they will be removing all product from the shelves and replacing it with books by authors from the LGTBQIA+ community. Visitors will be able to visit the store, browse, and take home a complimentary book from the selection with no purchased required. Founded on the belief in the transformative power of queer storytelling and its ability for it to unite both the community and its allies, the Aesop library explores Multiple Margins: Stories from the intersection of queer and racial identities. 

The brand will be purchasing books from Gays the Word, the UK's oldest LGBTQ+ bookshop and a cornerstone of the queer community in London since 1979. Aesop has also enlisted A Vibe Called Tech, a Black-owned creative agency developing and facilitating a panel discussion. Highlights from the discussion will be shared to Aesop's channels, initiating a dialogue prior to the pop-up library. 

The library will be open from 27th-30th June. 


Drag Brunch at Old Compton Brasserie 

June 29th - 36-38 Old Compton Street

Get ready to immerse yourself in the vibrant heart of Soho, as Old Compton Brasserie celebrates Pride 2024. 

Kicking off at 11:30, the celebrations begin with the beats of the resident DJ, setting the stage for the incredible drag performances from Luna Cortez and Kiki Snatch. Have the time of your life, entertained by live voals and fierce lip sync battles. Elevate your experience with 90 minutes of unlimited cocktail jugs, Prosecco and your choice of Aperol or Lillet Spritz for just £25 per person. 

Book Drag Brunch here


Muphoria's "Pride in Music" Exhibition 

Running until June 30th -  6 Berwick Street

Celebrate Pride Month at London's first and only permanent music art gallery. Explore the galleries showcase of art celebrating the  legacy of LGBTQ+ musicians and allies. Discover works from Charles Moriarty, Illuminati  Neon and others, portrying LGBTQ+ community icons including George Michael and Grace Jones. For every sale from the exhibition, a portion of the sale will be donated to Pride in London's Unity Fund. 


Pride discounts at Soho Theatre 

Celebrate brilliant artists at the Soho Theatre for Pride Month 2024 with a series of excellent discounts: 

  • Book 2 shows and get 10% off 
  • Book 3 shows and get 20% off 
  • Book 4 shows and get 30% off 

Discover what's on here