An estimated 300,000 people have descended on the capital for the country's largest celebration of LGBT culture.
Despite pouring rain yesterday, the annual Pride in London festival was awash with colour as crowds gathered to fly the rainbow flag - and catch bearded lady Conchita Wurst in action at her first major UK concert.
Thousands paraded through the streets of London to celebrate diversity and solidarity.
And it was as colourful, and as inclusive as ever, from everyone from the world of the military, to celebrity, with actor Sir Ian McKellen joining the parade.
The theme this year is freedom, so celebrities have been saying on social media what they're free to be.
This is Pride's 44th year, but many feel that more than ever there's a need for tolerance.
There are still attacks, there are still kids being thrown out of home for being gay, there are still people - on the tube this morning coming in - I heard people using unpleasant terms about some of the other people on the tube who were obviously gay. So we're not out of the woods, we're not equal with everyone else yet socially, and that's what Pride is about.
The headline act this year is someone who organisers say raised the profile of the lesbian, gay and transgender community, Eurovision winner Conchita Wurst took to the stage last night, with a special introduction from Sir Ian McKellen.
The old ideas of men, women - full stop - all changed and she's an example of the freedom she has to be herself, so she's a great person to be having at Pride.
Charlotte Grant reports on the colour of the day: