In an era where digital consumption dominates, Attitude Magazine has proven that print media and live events still hold significant power. On the evening of 17 June 2026, the Attitude team celebrated a remarkable achievement at the PPA Awards, held at City Central at the HAC in London. Their victory in the Consumer Event of the Year category for the Virgin Atlantic Attitude Awards 2026, powered by Jaguar, underscores the brand’s enduring influence and innovation.
The PPA Awards recognize the UK’s most impactful brands and publishers, celebrating those that create compelling content and foster meaningful connections with their audiences. Attitude’s nomination in six categories—five for Attitude and one for Rolling Stone UK—highlighted the brand’s broad appeal and relevance. However, winning the coveted award for their flagship event was a moment of pure joy and validation for the team.
The Evolution of Attitude Magazine
The landscape of magazine publishing has undoubtedly changed since Attitude’s inception in 1994. Retail spaces for magazines have diminished, and digital content consumption has surged. Yet, Attitude has adapted and thrived, thanks to the visionary leadership of managing director Darren Styles OBE and former managing director Mike Buckley, now head of partnerships. These leaders have transformed the business model, leveraging the brand’s equity to create one of the most celebrated LGBTQ+ events globally.
The Virgin Atlantic Attitude Awards, now in its 15th year of partnership with Virgin Atlantic, is a testament to the brand’s resilience and appeal. The event reaches an average of half a billion people globally, making it a cornerstone of LGBTQ+ culture. The awards ceremony is not just an event; it’s an experience that embodies glamour, inclusivity, and celebration. From the red carpet to the after-party, it’s a night that encapsulates the essence of the Attitude brand.
The Power of the Attitude Brand
As head of marketing Vincent Jaskowski-Prowse often encounters skepticism about the relevance of print media. Comments like “Nobody buys magazines anymore” or “Do you even still print Attitude?” are common. However, the success of the Virgin Atlantic Attitude Awards and the PPA Award win serve as a powerful rebuttal. The Attitude brand is more than just a magazine; it’s a feeling, a community, and a beacon of acceptance.
The event’s electric atmosphere, seamless execution, and premium experience set it apart. It’s a night where A-listers and “friends of Attitude” come together in a unique brand universe. The live performances, celebrity DJ sets, and exclusive after-parties create an unforgettable experience that resonates with attendees and viewers worldwide.
Attitude’s success lies in its ability to translate the brand’s essence into a multifaceted experience. While some brands focus solely on pushing subscriptions and direct revenue, Attitude has built a brand equity that transcends the printed page. It’s about the feeling of acceptance, the thrill of celebration, and the joy of being part of a vibrant community.
Award-Winning Excellence
The PPA Award for Consumer Event of the Year is a significant milestone for Attitude. It recognizes the brand’s ability to create compelling content and connect with audiences on a deeper level. The award is a testament to the hard work and dedication of the entire Attitude team, as well as the support of partners like Virgin Atlantic and Jaguar.
As the digital landscape continues to evolve, Attitude Magazine remains a beacon of hope and celebration for the LGBTQ+ community. Its ability to adapt and thrive in the face of changing consumer habits is a testament to the brand’s strength and relevance. The PPA Award win is not just a celebration of past achievements but a promise of future excellence.
To the team at Stream Publishing, the congratulations pour in for their unwavering commitment to making the Attitude brand thrive. The award is a well-deserved recognition of their efforts and a reminder of the brand’s enduring impact.
