In a week packed with glitz, celebration, and powerful messages at the British LGBT Awards, one moment stood out—Jade Thirlwall’s bold and heartfelt acceptance speech after being named Celebrity Ally of the Year.

Though she couldn’t attend in person, the singer, known simply as JADE, delivered her message via video from afar, and still managed to steal the show.

A Heartfelt Thank You, With a Cheeky Twist

Accepting her award virtually from The Brewery in London, the former Little Mix star got emotional as she addressed her fans.

“Thank you, thank you, thank you,” she beamed. “This means everything to me.”

Then, in true Jade fashion, she followed up her loving message with a playful jab, thanking her gay fans “especially” for making her jockstrap the best-selling item in her merch line.

Yes, you read that right. Jade has long leaned into edgy, sex-positive merchandise, offering items like a butt plug keychain and CBD-based lubricant alongside traditional fan gear.

It’s cheeky, it’s bold, and it’s very much her.

Speaking Up for the LGBTQ+ Community, Always

Behind the jokes, Jade’s allyship is deeply serious. “My support is not transactional,” she said.

“I show up for the LGBTQ+ community time and time again—and that will never change.”

She emphasized the urgency of this support in today’s climate, especially for the trans community, saying it’s “crucial” for allies to be vocal, active, and visible.

Though gutted to miss the in-person event, she ended her message with a promise: “You have my oath, for eternity, that I will always strive to be the ally you deserve.”

When Merch Makes a Statement

Jade’s merch isn’t just about pushing boundaries—it’s about empowerment and fun, too.

Collaborating with filmmaker and Howl founder Samuel Douek, she launched a “Fantasy Bundle” featuring his sex-positive products and her own.

Douek’s company produces CBD-based lubricant, a standout item in the collection.

Jade told Vogue that during her Little Mix days, there was a limit to how far she could go with this kind of expression.

But now, as a solo artist, she’s leaning into her freedom.

“I’m excited to bring that same fun and empowerment to my own brand—as a 31-year-old woman, on my own terms.”

Colourful Bandanas and Subtle Signals

Alongside the raunchy bundles, fans can also grab coloured bandanas—a playful nod to LGBTQ+ subcultures where such accessories discreetly signal sexual preferences or identities.

For Jade, it’s another way of connecting with her audience in a space that celebrates identity and freedom.

Leading a Chant That Made Headlines

Jade’s allyship isn’t confined to awards shows and merchandise.

Earlier this month, she made headlines during her set at London’s Mighty Hoopla festival, where she performed her track FUFN (F** You For Now)*.

In the middle of the song, Jade turned to the crowd and shouted “Transphobes,” prompting the audience to respond, “F*** you.”

She then followed it up by calling out “JK Rowling,” and the crowd echoed the same chant.

A Public Stand Against JK Rowling’s Views

Jade’s bold callout came amid ongoing backlash against JK Rowling’s controversial views on trans rights.

Though the author denies being transphobic, she’s been vocal about her stance, stating she’d “happily” go to jail over misgendering someone.

She’s also used her platform—and funding from her new Harry Potter TV reboot—to support groups campaigning against trans inclusion.

Her Women’s Fund website even openly supports efforts to block trans rights in workplaces, public life, and female-only spaces.

Jade Joins a Bold Legacy of LGBTQ+ Supporters

Jade isn’t alone in her approach to merch and activism.

Pop icons like Lady Gaga and Charli XCX have also released cheeky, X-rated products—Gaga with her iconic pink jockstrap and Charli with her sex paddle and branded douche.

These artists are embracing their identities, supporting the LGBTQ+ community, and showing that art, sex, and activism can mix in meaningful (and hilarious) ways.

Celebrating the Trailblazers at the British LGBT Awards

Alongside Jade, this year’s British LGBT Awards celebrated a host of changemakers:

LGBTQ+ Celebrity – Ali Bromley
LGBTQ+ Public Figure – Alex Scott
Online Influencer – Max Balegde
Media Moment – Rev Richard Coles and GK Barry on I’m A Celeb
Pride.Purpose.Progress Award – The Trans Community (accepted by India Willoughby)
Special Recognitions – Ian ‘H’ Watkins and Billy Porter
Champion Ally – Fi Jeary (NatWest)
Future Leader – Jill Leflour (Deutsche Bank)
Inclusive Company – Arup
Inspirational Leader – Satia Rai (IPSA)
Inclusive Campaigner – William Dryden (NESO)
Diversity Trailblazer – Alexis Curtis-Harris (Penna)
Top Network Groups – Deutsche Bank and Osborne Clarke
Brand Campaign – ‘This is Me’ by E45
Charity/Community Initiative – Switchboard
Outstanding Contribution – Yasmin Benoit

Jade’s Message Remains Loud and Clear

Whether she’s dropping spicy merch, leading festival chants, or sending virtual love from afar, Jade Thirlwall is proving she’s not just an ally in name—she’s one in action.

And if her speech at the British LGBT Awards taught us anything, it’s that she’s got the heart, humor, and boldness to keep fighting for LGBTQ+ rights with every platform she’s given.