In a celebration of voice and representation, Oxford Street launches PROUD WEST END today. Returning for a second year, this year in collaboration with Grosvenor, the extraordinary outdoor audio-visual exhibition will champion the stories of the LGBTQIA+ community within the vibrant heart of London’s West End, amplifying their experiences of overcoming adversity, cultural barriers, self-discovery, resilience and pride.

Free to visit, PROUD WEST END is a gallery of large-scale ‘living portraits’ located in Grosvenor Square in Mayfair, curated in partnership with Heard Storytelling. It showcases the real, authentic lived experiences of 11 individuals sharing their true, candid, and personal stories of being part of the West End’s LGTBQIA+ community, delving into what ‘proud’ means to them.

Visitors can hear an eclectic array of inspiring, moving and vulnerable stories from a range of storytellers from different walks of life.

Rachel (She/her) from Mr Fogg’s Apothecary speaks on how she found pride in her authentic self and embracing the inner child within, exploring her experiences from a bold haircut that made her a playground hero, through the whispers and isolation of teenage years.

Stephen (He/him) from John Lewis confronts painful barriers and shares how he found belonging amidst uncertainty at his first Pride. Reflecting on past rejection and embracing the queer future, his journey is one of contrast and connection.

Dali (He/him) from Primark’s story captures a struggle with identity and self-acceptance across continents; he shares his experience of cultural barriers in Peru as well a life changing encounter in Spain, all culminating in a moment of revelation over a family breakfast in London.

Hugo (He/him) from Vans shares how “With each setback, I emerge stronger”. From a life restrained in Venezuela to newfound freedoms in Spain and the UK, Hugo will take visitors on a journey which offers insights into the true meaning of belonging and self-compassion.

Georgie (She/Her) from TfL speaks on how she found refuge in the music of Culture Club during the turmoil of adolescence following a childhood glimpse of Boy George on TV. Her experience as a trans woman is a testament to the power of self-expression and finding solace in the footsteps of those who courageously paved the way before her.

The exhibition will comprise installations of beautiful, large-scale portraits of PROUD WEST END’s storytellers and visitors will be able to journey through the al fresco gallery by watching and hearing each of their raw, unfiltered stories by scanning a dedicated QR code located next to their portrait.

Dee Corsi (she/her), CEO at New West End Company, said: “We are delighted to be bringing back PROUD West End for the second year running, following the incredible reception of last year’s exhibition, created to celebrate our local LGBTQIA+ community during Pride month. What makes the West End so special is the diverse community of people who visit, work and live in its vicinity, and it has been a privilege to work with Heard Storytelling and Grosvenor to bring some of these stories to life with this free-to-access, immersive art exhibition.”

Colette Burroughs-Rose (She/Her), Director at Heard Storytelling said: “The return of PROUD WEST END for a second year provides a vital platform for voices often unheard. True spoken storytelling uniquely deepens understanding and creates connections. By sharing diverse, lived experiences in this creative and impactful way, we aim to foster solidarity, hope, and pride. Heard Storytelling remains committed to driving positive change through spoken storytelling and we’re grateful to New West End Company and Grosvenor for working with us to that end.”   

Joanna Lea, (she/her) Mayfair Retail Director, said: “We are delighted to be joining forces with New West End Company, to bring back the PROUD WEST END exhibition to Grosvenor Square. Grosvenor’s purpose is to deliver lasting commercial, environmental and social benefit, and celebrating diversity is core to our approach. We are thrilled to host this year’s exhibition in Grosvenor Square, showcasing the stories of remarkable individuals from our local Mayfair community.”

An array of Oxford Street’s shops, restaurants and brands will be supporting the celebrations by running offers and experiences as part of PROUD WEST END:

On Saturday 29 June, visitors to John Lewis can enjoy a special appearance from DeDeLicious, one of the contestants from the fifth season of RuPaul’s Drag Race UK (12-3pm), live music from resident DJ – DJ Lyndsey (11-5pm) on the first floor atrium and glitter face painting in store (11-4pm)
On Saturday 29 June, Boom Battle Bar is hosting an all-day event featuring a limited edition rainbow-inspired pride cocktails with Drag DJs spinning epic tunes throughout the night

This year Adidas has launched its ‘Love Unites’ Pride Collection which celebrates individuality, our bodies as they are and encourages ally-ship
Drop into Primark to browse its Pride collection which honours the legacy of activists like Stormé DeLarverie, Marsha P. Johnson, and Sylvia Rivera. It echoes their message: Be authentic. Be proud. Be you.
Browse Flying Tiger’s Pride Collection, but drop in on Saturday 29 June when staff will be handing out free items from the collection
Grab a luscious sweet treat in LAVO Restaurant at the Bo Tree Hotel, where its famous 20-layer chocolate cake will be turned into a Pride-themed rainbow cake

More information will be released soon regarding Oxford Street’s PROUD WEST END exhibition, launched in partnership with Grosvenor and curated by Heard Storytelling. Stay up to date at @oxfordstreetw1 or visit www.oxfordstreet.co.uk.