Pride month is in full swing around the country, and with London set to mark the occasion this weekend, retailers across the city are doing their bit to get involved.

To mark London Pride 2017, eBay has transformed a classic 1968 Ford Mustang Coupe into a “unicorn” which will be revealed at the Pride Parade, where it will be auctioned off.

The proceeds will go to the Albert Kennedy Trust, supporting homeless 16–25 year olds from the LGBT community.

The restoration of the Mustang took 30 days and was led by London Organiser of Gay Classic Car Group founder Darren Sullivan Vince.

“At eBay we‘re proud to celebrate all kinds of diversity, whether that‘s the brilliant diversity of our society or the diversity available on site,” eBay spokesperson Chris Gardner said.

“It‘s been great to be a part of this project where the LGBT community has come together for one purpose – to create this incredible unique car and raise money for a great cause.”

Meanwhile, Tesco launched a range of pre-Pride events across its London stores, including performances from the London Gay Men‘s Chorus, pop-up bars selling rainbow cocktails and a “Ride for Pride” bicycle powered smoothie maker.

It will also be one of many retailers taking part in the march on Saturday, having decked out a 40-foot delivery truck, complete with pride-o-meter, dance floor and smoke cannons.

Tesco‘s John Dickinson said: “Pride in London is such a fun and vibrant event and that‘s why we‘re proud to be an official sponsor again this year.

“Over 300 of our colleagues are expected to take part in the parade and thirteen stores along the route will enter into the Pride spirit with special Pride-themed signs, bunting and carrier bags.”

Meanwhile, London‘s iconic retail destination Carnaby Street has also donned a rainbow sign in support for Pride 2017.

Seven Dials in Covent Gardens is also adorned with a rainbow “Love Happens Here” sign and Tottenham Court Road tube station’s Oxford Street entrance has also been given a rainbow makeover.

Pride in London, the official organisers of the pride event in the capital city, have also set up a pop-up retail store in Soho selling merchandise for the event.

Retailers taking part in Saturday‘s march include Asda, Sainsbury‘s, Starbucks, Itsu, Levi‘s and Disney.

Pride events will also be taking place around the country throughout the summer, including in Brighton at the start of August, regarded as the UK’s biggest pride event.

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