British GQ has published a special issue titled “What’s So Great About Britain?” that brings together 15 public figures to celebrate elements of British life while also airing anxieties about the nation’s direction.
The magazine’s October edition features contributions from actors, athletes, musicians and activists who name everything from the National Health Service and the football pyramid to British accents and immigrant contributions as sources of national pride. At the same time several participants voiced worries about political leadership, declining opportunity, and how marginalised groups are treated.
Among those featured, actor Brian Cox, 79, praised the NHS while criticizing how it is treated. “Our National Health Service is the envy of the world, and we treat it like s***,” he said, adding that it has organisational problems but remains “unique to us.” England striker Chloe Kelly, 27, identified a high point for modern Britain in the Lionesses’ influence after their 2022 success, saying the team used its platform “to make change for young girls.” Former footballer and pundit Ian Wright, 61, cited the breadth of English football — from Sunday league to professional tiers — as a source of pride and called for a comparable pyramid for the women’s game.
Other contributors commented on culture, identity and migration. Actor Will Poulter said Britain “wouldn’t be what it is without the contribution of immigrants.” Singer-songwriter FKA Twigs highlighted the global impact of British artists. Some participants took a more critical tone: actor Jason Isaacs, 62, said Britain had “lost its way” and described a long decline in global power, while One Day actress Ambika Mod, 29, said there is “not enough opportunity, especially for people from working-class backgrounds.” Transgender activist and model Munroe Bergdorf, 38, warned that political treatment of trans people could foreshadow broader erosions of rights.
The photo shoot was led by photographer Charlotte Rutherford and staged at Big Sky Studios in London after months of planning. British GQ’s creative team designed a set modelled on a “quintessential British high street” and used 3D modelling to place each subject in a distinct narrative moment. Sources working on the shoot described meticulous styling: each star was offered seven different looks drawn from runway fashion, British designers and heritage brands, and two studio spaces were used to accommodate rails of shoes, hats and accessories. Adam Baidawi, British GQ’s head of editorial, called the project “hands-down, the craziest shoot of my career.”
The visual approach mixed playful touches with heritage references: Cox posed in a Mackintosh trench coat; Andrew Garfield, 42, wore a Saint Laurent blazer and leather trousers and joked about the perceived advantage of the British accent; Anthony Joshua appeared in Louis Vuitton jeans with a pigeon on his shoulder. The set-up also included lighter moments, such as a photograph of Mr Blobby alongside the other contributors.
Several participants addressed contemporary issues. Singer Jade Thirlwall, 32, said she would focus on regulating artificial intelligence to protect artists’ rights if she were prime minister for a day. Boxer Anthony Joshua criticised press treatment of athletes and urged greater public support. Heartstopper actor Joe Locke, 21, said the next five years would be telling for Britain’s future and expressed cautious hope.
The release of the issue coincided with political unrest in London. Its publication came days after a weekend rally in the capital organised by anti-migrant campaigners, which prompted clashes with counter-protesters and drew a video appearance by Elon Musk. The Metropolitan Police reported “significant aggression” toward officers during the demonstrations.
British GQ’s special edition aims to present a mixture of celebration and critique, capturing both affection for Britain’s institutions and culture and alarm about social and political trends. The magazine’s package, which includes essays and portraits, will be available on newsstands and via digital download from Sept. 23.