In a matter of days, the streets of West London will be thronged with families, ravers, and historic sound systems for the Notting Hill Carnival (running August 30-31). Amongst them, a host of brand logos will appear at intervals, emblazoned across banners and freebies. It poses a perennial conundrum: what, if anything, makes a fitting Carnival collaboration?
A similar set of questions accompanies other public, open-air street parties across the globe, including June’s annual Fête de La Musique — which began in Paris in 1982, but now occurs across France — and Rio de Janeiro’s carnival in February. All these festivals have foundations in or close links to the Black diaspora, and so players wanting to enter the space should tread with sensitivity and humility, priming themselves with knowledge and context to develop brand-second — rather than brand-first — activations.
The numbers attest to the potential for brand visibility, but also brand scrutiny. According to research from JN Bank economist James Williams — commissioned by The Voice in 2024 — Notting Hill Carnival has a total direct or net economic impact of more than £396 million per year. In March this year, the Mayor of London announced £4.66 million in additional funding for the carnival to help the event with potential crowding.
In recent years, Carnival visitor estimates have ranged between one and two million people, and, per London’s Royal Borough of Kensington and Chelsea, 2025’s iteration saw 36 sound systems, 48 mas bands (traditional, costumed dancing groups), and 250 street traders. Not surprisingly, brands including Adidas, Stüssy, Puma, Diesel, and Converse have all shown up over the years, enticed by the event’s potential for online and IRL reach.
Fête de La Musique’s event in Paris this summer attracted an estimated two million attendees from across the globe, and — like last year’s Notting Hill — featured no shortage of activations. Chloé Parfums took over cult coffee spot Merlo Caffè, providing DJ sets, fragrance-inspired drinks, and a product-sampling space for an intimate crowd of 100-something people. Byredo took a more democratic approach, calling on local DJ Broodoo Ramses and Iranian-Dutch singer Sevdaliza to perform outside its Le Marais store, releasing content across TikTok and Instagram, such as vox-pop interviews and on-the-ground footage, each format implicitly weaving fragrance storytelling into the narrative.
For Notting Hill Carnival 2026, plans are already underway. Caymanian-Jamaican designer Jawara Alleyne will drop a playlist and capsule collection based around the ease and party-apt sensibilities people adopt when dressing and styling themselves for the event. “It’s less about how I’m taking inspiration from Carnival and more about the fact that Carnival has defined my point of view,” he affirms. For other brands — not least corporate giants with less direct connections to the cultural event — the task ahead is trickier.
The brands that best engage with Carnival do so by putting themselves second.
Photo: Deviation x Killerwatt stage during Notting Hill Carnival 2025. Courtesy of Awake NY.
