Notting Hill Carnival: A Personal Journey Through Culture, Identity, and Celebration

By Charlotte Stavrou - SevenSix Agency’s Founder & CEO 

Photo by April Alexander

Notting Hill Carnival has always been a key event in my family’s calendar. For me, it feels more than just a cultural event; it’s a bridge between my past, present, and future. My Dad is British Jamaican - born and raised in North West London and my English Mum grew up in Ladbroke Grove, the very area where the carnival takes place every year. Both of my parents instilled in me a deep sense of connection to Notting Hill Carnival, as for both sides of my family, it's a cherished tradition that embodies our cultural heritage.

A Family Tradition

My journey with the Notting Hill Carnival began the year I was born. Except for three years when I lived abroad in Portugal, I believe I've attended every single carnival. As a child, I remember how my parents would hesitate going if it wasn’t sunny. But after much pleading from us kids, they would inevitably give in, bundling us up in waterproof anoraks, and we’d head out to the carnival, rain or shine. We’re fortunate enough to have relatives who still live in Ladbroke Grove, so we’ve always had a base—a place where we could sit on the same steps every year and watch the floats pass by.

Understanding the Roots

It's crucial to recognise that carnival is not originally a Jamaican concept. Its roots lie in Trinidad, and Notting Hill Carnival itself was born out of a need for cultural expression in the face of adversity. Created in 1958 by Claudia Jones, a Trinidadian activist, the carnival was her response to the racial tensions in London at the time. It was intended as a peaceful protest and a celebration of Caribbean culture, offering a space for Caribbean individuals in the UK to come together and celebrate their heritage.

Childhood Memories

As a child, I would sit on those familiar steps with my mum, aunties, and cousins, mesmerised by the everyone “playing mas,” where men, women and children danced in elaborate masquerade costumes adorned with feathers, gems, and crystals. The colours, the music, the joy—it was all so magical. As I grew older, my dad began taking me and my siblings to visit various sound systems - sharing with me his favourite parts of Carnival. I’vr always loved seeing people from all walks of life coming together, united by the music and the infectious energy of the day.

Music has always been a big part of my life, thanks to my dad, who is a DJ. He has always played music loudly at home, and attending carnival meant I got to experience this on a grander scale. I would often find myself on one of his friends’ sound systems, watching him in his element, surrounded by the sounds of reggae, dancehall, and soca. These experiences have shaped my love for music and for the carnival itself, making it my favourite time of the year—even more so than Christmas.

Finding a Sense of Belonging

Growing up outside of London in a predominantly white area, Notting Hill Carnival was one of the few times I felt truly connected to my roots. It was a place where I saw people who looked like me, who shared my cultural background, and who celebrated the same music and traditions that I did at home. This sense of belonging was incredibly important to me, and it's something that I continue to cherish each year.

The carnival goes beyond just the celebration of Caribbean culture; for me, it’s a place that feels like home. Watching the beautiful women dance in their costumes, I always dreamed that one day I would join them. In 2024, that dream became a reality as I danced the carnival route with Just InCarnival, dressed in a coral-themed masquerade costume. It was one of the best days of my life, and I’m already looking forward to doing it again next year.

The Evolution of Carnival

As the years have passed, there has been increasing debate about the commercialisation of Notting Hill Carnival. Some argue that the event has become corrupted by brands, and that its original purpose has been overshadowed by commercial interests. I share some of these concerns, especially regarding the younger generations who attend the carnival without fully understanding its cultural significance. Many of these young people are third, fourth, or even fifth-generation, or not of Caribbean descent at all, and it’s important that they learn and appreciate the roots of this celebration.

It’s also essential to acknowledge that while Jamaica is visually highly represented at Notting Hill Carnival, often with flags and merchandise flying off the stalls, the true origins of the carnival lie in Trinidad. The carnival as we know it stems from Trinidadian traditions, and while Jamaica’s contribution to the carnival, especially through its sound systems, is undeniable, it’s important to give credit where it’s due. 

The Importance of Respect and Understanding

The carnival is a multi-faceted event, with different aspects that all deserve respect and understanding. The floats and masquerade bands, for instance, are the main attractions of the carnival. Participants spend significant amounts of money on their costumes and the experience of being part of these bands. It’s disheartening to see some attendees disrespect these bands by jumping barriers or using the route as a shortcut. This is not only unsafe, especially on kids’ day, but also shows a lack of understanding of the effort and significance behind the masquerade.

At the heart of the carnival is the judging stage, where Caribbean celebrities and elders, such as Rudolph Walker (Patrick from EastEnders) and Levi Roots, judge the bands on their costumes and performances. This part of the carnival is crucial, yet it often descends into chaos because many people don’t realise its importance. 

There’s also been criticism over the years regarding how brands engage with the carnival. While sponsorship is necessary for the event’s survival, it’s important that these brands work with individuals who genuinely understand and are part of the culture. I’ve seen cases where non-Caribbean influencers are invited to participate in the carnival, sometimes at the expense of Caribbean creators who are more in tune with the event’s cultural roots. This shows a lack of understanding and respect for the carnival’s true essence.

The Future of Notting Hill Carnival

As I look to the future, I hope to see more meaningful partnerships and more Caribbean creators being invited to work with brands and participate in the carnival. Notting Hill Carnival is a huge economic contributor to the UK, and it deserves to be celebrated in a way that honours its cultural significance. 

I also hope that we can move away from referring to the carnival as “Carni,” a term that many, including myself, see as an appropriation that diminishes the event’s cultural importance. 

This year, my view was somewhat limited as I stuck to the carnival route, but next year, I hope to explore more, see more exciting partnerships, and witness a deeper respect and understanding of the carnival’s roots. Notting Hill Carnival is a celebration of culture, identity, and community, and it’s essential that we preserve its true meaning for future generations to enjoy.

See my Notting Hill Carnival Highlights here.