2 December 2020

Last night, on the evening of World AIDS Day, Jaguar UK partnered with Attitude magazine for the fifth consecutive year with a virtual awards ceremony.

The Virgin Atlantic Attitude Awards, powered by Jaguar was hosted by comedian Tom Allen from The Roundhouse, Camden and broadcast on the magazine’s YouTube channel.

The star-studded ceremony featured live performances from The Vamps, Yungblud, Paloma Faith, Rina Sawayama and Drag Race UK's The Vivienne.  Dua Lipa, Luke Evans, NikkieTutorials, Stephen Fry, Russell Tovey, Munroe Bergdorf and Rosie Jones, RuPaul, Todrick Hall, Mark Ronson, Tracey Emin, Layton Williams, Simon Callow, Max Harwood, Dr Ranj Singh and MNEK also made guest appearances.

Attitude publisher, Darren Styles OBE, said:  “In a year more difficult than most it would have been easy, as so many have been forced to do, to set aside the annual Virgin Atlantic Attitude Awards, powered by Jaguar. But the truth is we need to have a platform for the LGBTQ community’s role models and allies more at this time, than almost any other.

“Jaguar, as a global brand, in maintaining its support of the Attitude Awards under the extraordinary duress of all that’s happened in 2020, brings a global audience to the cause of equality, diversity and love. We are indebted almost beyond words, save to say that thousands of people tuning in to see our 14 award winners will see people just like them, reminding them that what you are, or who you love, is no barrier to being the best that you can be. Which, truly, defines extraordinary.”

Michelle Visage, Winner, Attitude 2020 'The Ally Award'

Jaguar sponsored two of the 14 awards, ‘The Ally Award’ and ‘The Icon Award’. Taylor Swift, Winner, 'The Icon Award' said: “I just believe very firmly, that everyone should be able to live out their love story without the fear of discrimination.”

Michelle Visage, Winner, 'The Ally Award' said: “The title 'ally' is as important to me as the title of 'Mom' and I do take it rather seriously.

"It's an ally's job to stand up and fight for what's right. If you have the ability, you should indeed speak up for those whose voices need to be amplified and supported."

The Attitude Awards is produced to benefit Attitude magazine’s registered charity, the Attitude Magazine Foundation for LGBTQ causes, which has raised and distributed more than £250,000 since summer 2018. 

In the five years that we’ve been working with Attitude magazine we have collaborated to create meaningful campaigns that tackle the important issues of diversity and inclusion in our communities and beyond. Jaguar seeks to make every day extraordinary, and we are proud that our involvement with Attitude means that on World Aids Day, we are raising critical funds and awareness of LBGTQ+ causes.

Anthony Bradbury
Marketing Director, Jaguar Land Rover UK

To learn more about Jaguar UK’s partnership with Attitude, its work as a Stonewall Diversity Champion and its drive towards equality visit:

Notes to Editors

About the Attitude Awards:

The Virgin Atlantic Attitude Awards, powered by Jaguar, premieres on on 1st December at 9pm GMT (1pm PST, 4pm EST, 10pm CET). It is the largest LGBTQ community awards of its kind, produced to benefit Attitude magazine’s registered charity, the Attitude Magazine Foundation for LGBTQ causes, which has raised and distributed more than £250,000 since summer 2018. Attitude magazine, first published in March 1994 and sold in print in 31 countries worldwide, is the best-selling LGBTQ title in the UK and Europe, and the biggest LGBTQ media brand in the world, with 1.7m unique visitors a month finding and more than 1.2m followers across social media.

About Jaguar:

Jaguar’s heritage of elegant design and breathtaking performance has excited and delighted the world for over 80 years. Today’s world-class Jaguar family comprises the award-winning XE, XF and XJ saloons, the dramatic F-TYPE sports car, the F-PACE performance SUV – the fastest-selling Jaguar ever – the E-PACE compact performance SUV and I-PACE, the all-electric performance SUV and 2019 World Car of the Year that puts Jaguar at the forefront of the electric vehicle revolution.