Stylist Jonas Hallberg’s wild and wonderful Stockholm Pride 2025 diary

This is not Jonas Hallberg’s first Stockholm Pride. In fact, the Swedish stylist and TV personality has stood on a parade float a handful of times before. Still, the experience never loses its lustre. “I love every minute of it,” says Hallberg. “I’m in heaven.”

Stockholm Pride 2025, however, is a bit different for Hallberg. In just a couple of weeks, he releases his autobiography. Co-written with Åsa Brolin and dubbed Bakom mina solglasögon (Behind my sunglasses), the book is both a thrilling inside view into Hallberg’s work styling some of the industry’s biggest names (Naomi Campbell, Cindy Crawford and Taylor Swift, to name a few) and a deeply personal look into his own struggles and addiction.

Related: “I wanted to do a gay anthem”: Listen to Peter Jöback’s official song for Stockholm Pride 2025

All of that is to say, Hallberg has a lot to celebrate this year and on parade day, he didn’t hold back, kicking things off before 7 am (wearing his signature sunglasses, natch) and getting to bed just after midnight. Without further ado, step inside Hallberg’s Stockholm Pride.

“Godmorning Stockholm! Finally the pride parade day. I woke up like this: Versace sunglasses and a pride feather boa. Let's start the day guys!”

“Starting my day with a 20 minute meditation at my hotel Elite Marina Tower's new Vana Spa. It's beautiful and very relaxing. Namaste!”

“A quick dip followed by some fresh fruit. I’m almost ready to rock this pride Saturday!”

“A quick work approval of the last version of my upcoming autobiography – signing off on images of Taylor Swift, Elsa Hosk and Cindy Crawford.

Done! Time to get ready. Shorts for sure today….”

“Time to take the SL ferry 80 into the city centre and Nybroviken. My look today is black and white, with a pride flag in my hand of course.

Passing by Gröna Lund and the weather is perfect. Some clouds and sunny. The best parade weather!” 

“Something to eat. A glamorous hot dog and a Aperol spritz. The best! Today I will be a guest of QX Magazine’s pride float. They have the best DJ, best music and of course the best crowd onboard.”

“Me with Jon Voss, the founder of QX Magazine and a legend within the gay community in Sweden.”

“My BFF Anni and I getting ready at the float. To be part of Stockholm Pride it's a huge bucket list thing for me. The energy, love and happiness this day is amazing.”

“We are moving forward! Here we go! I am so excited – it's my fourth time attending the parade and standing on a float throughout Stockholm. I love every minute of the four hours in the streets of Stockholm – from Norr Mälarstrand to Östermalms IP.”

“Just two fab Queens passing by us.”

“I’m in heaven – wow! Stockholm is on fire. Hundreds of thousands of people on the streets. I feel like Lady Gaga waving to the people. And the DJ is also playing Gaga's 'Abracadabra'. What a wonderful vibe in Stockholm today. Everyone is part of the rainbow family.”

“Arriving at Pride Park. A few drinks with friends. I’m happy, exhausted and tired. This day is unique and so powerful. I’m proud to be gay!”

“Back to my hotel. It’s full on Pride mood here as well.

Long but incredible day. I will dream about drag queens, muscle guys and all the people smiling in the parade. Finally it’s time to sleep.”