The most colourful weekend of the year is upon us – and once again, Soho is at the very heart of the celebration. With over 1 million people expected to flood into central London, Pride in London 2025 is set to be one of the biggest and boldest yet.
Whether you’re planning on marching in the parade, dancing in the streets, or relaxing in one of Soho’s secret gardens, this guide has you covered. From travel to the best spot for a rainbow bagel or a quiet coffee retreat – our Soho resident and editor, Kai Lutterodt aka The Soho Girl, shares her essential last-minute tips for doing Pride… Get your progress Pride flags out!
🏳️🌈 What is Pride in London?
Pride in London is the UK’s largest celebration of LGBTQ+ rights, culture, and community, bringing together hundreds of thousands in a vibrant show of unity and love. This year’s theme, “Embracing Every Shade: Celebrating Diversity Together,” honours the full spectrum of LGBTQ+ identities, uplifting voices across all backgrounds, cultures, and experiences.
The parade brings together over 500 groups, including LGBTQ+ organisations, community allies, and businesses, with more than 35,000 people marching through central London. Led by grassroots groups, the procession reflects the rich history, diversity, and continued progress of London’s LGBTQ+ communities.
Scroll down for more on the route and stages, but first, what are you wearing?
Soho Pride Essentials
1. WHAT TO WEAR (rainbow gear – obvs!)
- Prowler
Actually, comfy shoes should be the most obvious, but no Pride fesival is complete without a burst of colour… So cue in Prowler, Soho’s iconic LGBTQ+ lifestyle and adult store. Head over for all accessories, flags (including progress, because the cause is inclusive!), t-shirts, bum bags (no pun intended) and more rainbow than your eyes can handle.
📍Prowler 5-7 Brewer St, London W1F 0RF
- Pride in London Pop-up
And just off Brewer Street is this year’s official Pride in London Pop-Up shop on Walker’s Court. Step into an immersive space with exclusive Pride merchandise, vintage items, and designs from LGBTQ+ makers. The shop features a pledge wall for motivational messages, an educational wall about LGBTQ+ flags, and drinks and ice cream. It’s open daily from 11:30am to 9:00pm. Ends 5tth July.
📍 Pride in London Pop-Up 7 Walkers Court, Soho, London, W1
2. EAT THE RAINBOW
- The Hummingbird Bakery
The Hummingbird Bakery is back with its vibrant Pride Collection, in support of akt, the charity helping LGBTQ+ youth facing homelessness. Expect colourful, limited-edition bakes that bring a sweet touch to your celebrations—whether you’re sharing with friends or treating yourself. Available for a short time only — order online or visit the Soho store.
📍The Hummingbird Bakery 118 Wardour St, Soho, London W1F 0TU
- BBagel Bakery
BBagel Bakery is serving up their iconic Rainbow Pride Bagels — bursting with colour, flavour, and feel-good vibes! Available for a limited time only, with profits donated to London Friend, supporting LGBTQ+ health and wellbeing. Grab yours while they’re hot and celebrate Pride with every bite! Available until 15th July 2025. Order online or visit their Soho store.
📍 BBabgel Bakery Soho 54 Wardour St, London W1D 4JF
- Tesco Express (Dean Street & Piccadilly)
Tesco does Pride (and Meal Deals)! As an official partner of Pride in London, our local Tesco Express is proudly flying the rainbow flag—literally and figuratively. Whether you need hydration (yes, water counts) or you’re stocking up on snacks and six-packs, get in early… because the self-checkout queue gets longer than the line for a drag queen at Heaven!
📍 Tesco Express Soho, 22-25 Dean St, Soho, W1D 3RY (and if you’re following the Pride Parade Route: Tesco Express Piccadilly 17, 25 Regent St., London SW1Y 4LR)
If you are drinking, know your limits and pace yourself. Pride in London recommend The NHS One You – Drink Less app for keeping track of how much you’re drinking and spending.
3. AFTER THE PARTY IS THE AFTERPARTY… (or a Theatre Show?)
- One NinetyFour
Pride doesn’t end when the parade does—darling, the night is still young! Soho will be buzzing with afterparties across bars, clubs, and rooftops. Don’t miss Pride in London’s official afterparty at One NinetyFour (194 Piccadilly), running from 9pm–3am (tickets available online—book early!).
- Soho Theatre
Or, if you’re in the mood for something equally powerful but a little more intimate, head to Soho Theatre for This Bitter Earth, written by Harrison David Rivers, directed by the iconic Billy Porter (yes, the Billy Porter), starring Omari Douglas and Alexander Lincoln. This moving play explores Black queer love, protest, and identity. If you’re sticking around after Pride weekend, it’s a must-see — and the perfect way to reflect on everything Pride stands for. Runs until 26 July. Book tickets here.
📍Soho Theatre 21 Dean St, London W1D 3NE
Photos by Kai Lutterodt @the.soho.girl
4. MAKE A CHECKLIST (trust us!)
- ✅ Comfy shoes – You’ll be walking (and dancing) for hours
- ✅ SPF – It’s July, darling, protect that glow. Check out our SPF recommendations here.
- ✅ Set an emergency meeting point – Mobile signal gets patchy! We recommend London Grand Coffee (11 Warwick Street): fuel up at this quiet coffee retreat on the Regent Street side of Soho, plus get 10% off when you use code “SohoTimes” at the till!
- ✅ Look out for DropGlam! – We’re excited to be supporting DropGlam — the UK’s first on-demand beauty delivery service in under an hour — as they launch their Pride campaign this Saturday! The team will be out and about in Soho filming Vox Pops and spreading good vibes. Come say hi — and don’t forget to sign up to get glam, fast, when the app drops!
- ✅ Reusable water bottle – Hydration is key (find water stations in Kingly Court)
- ✅ Crossbody bag with a zip – For style and safety
- ✅ Portable phone charger – Your battery won’t last, you already know it!
- ✅ ID & bank card – Keep them separate from your phone, just in case
- ✅ Mini fan or cooling spray – Soho heat + crowds = sweaty realness
- ✅ Snacks – or pop into any of the many snack joints in Soho for a refuel
- ✅ Rainbow something – Even if it’s just a pin or painted nail 😉
- ✅ Plan your route home – Especially if staying out late
- ✅ The NHS “Drink Less app” app – Recommended by Pride in London to track how much you’re drinking (and spending)
- ✅ Kindness and a smile – it goes a long way, especially at Pride 🌈
🎉 The Parade in London Route
The official Pride Parade kicks off at 12pm from Hyde Park Corner, heading down Piccadilly, past Piccadilly Circus, down Haymarket, along Cockspur Street to Trafalgar Square, then Whitehall, ending at Whitehall Place.
The main stage will be located at Trafalgar Square, featuring disco icon Chaka Khan as the headliner. Additional stages can be found at Dean Street, Soho Square, and Golden Square. All venues will operate from 12:00 to 20:00, with the Family Area open from 12:00 to 18:00. For more details, visit www.prideinlondon.org.
🚧 Road Closures & Access
Soho will be heavily pedestrianised throughout the day, with several roads closed to traffic by 11am, which will affect vehicular access for businesses and residents. Plan your entry points into Soho — Oxford Circus, Piccadilly Circus, and Tottenham Court Road will all be very busy. Arrive early!
🌳 Chill Out Zones – Soho’s Green Pockets
Take a breather at one of these green spots:
- Soho Square Gardens – The chill zone, with community stalls
- Golden Square – Smaller, tucked-away vibes
- Leicester Square Gardens – Buzzing but spacious
- St Anne’s Church Gardens – Great spot to regroup
🚇 Getting to Soho
The best stations for access are:
- Tottenham Court Road (Elizabeth/Central/Northern)
- Piccadilly Circus (Bakerloo/Piccadilly)
- Oxford Circus (Central/Victoria/Bakerloo)
🚨 Note: Some exits may be closed or stations exit-only during peak times. Use Citymapper to keep updated.
Let’s continue to celebrate love, acceptance, and diversity, not just during Pride Month, but every day of the year. Happy Pride in London everyone!
Tag us in your Pride pics @mysohotimes
Happy PRIDE in London everyone!
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