The role creative culture plays in Pride

Nova Dando is an award-winning director and creative who is passionate about raising awareness of LGBT+ and gender equality issues. With Pride in London taking place this weekend, we wanted to know more about the role creative culture plays in that…

What does Pride mean to you?

Pride is like having a gay Christmas. This year I will be DJ-ing in the London Pride parade on the float for ITV & Intermedia. The procession travels from Oxford Circus, along Regent Street and down to Whitehall. It’s so much fun to see everyone out even shoppers and tourists who come to see the parade and be part of the celebrations. It’s an exciting time to see how gay culture is being welcomed into the mainstream. Pride and the LGBT+ lifestyle didn’t used to be so prominent, and now it feels as if there’s been a societal shift. Even brands want to take part and show their support and acceptance of my community. 

What do you think of the rainbow symbol for the LGBT+ community? 

The rainbow flag is iconic. It’s so powerful as a brand; whenever you see it even if it’s a tiny sticker in a cafe window you know they are aligned allies and it’s a safe space to be. It symbolises solidarity with the LGBT+ movements, and support and belief in me. 

As a designer, it works so well as the colours really stand out against any drab landscape. Whenever I see a rainbow it makes me happy. I tend to use rainbows and gradients in a lot of my work, Pride and the rainbow inspired me to create the Virgin Pride logo.

What’s the role of design and art as a driver of change? 

Design and art has always been a driver of change. It’s a way for people to express themselves and throughout any period of history it’s always the arts that have defined that era.  I studied at the art college St. Martins, and was lucky enough to be surrounded by the London creative community, all who were and are doing so much to push change forward

How does music drive change in your community? 

Music unites. I’ve met most of my friends on the dance floor. It’s a powerful force for bringing people together – particularly in earlier years when LGBT+ were on the fringes, clubs and gigs offered a space where we could be ourselves.

Thumbnail from gettyimages.


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