Attitude Awards 2026: Sugababes win this year’s Music Award, presented by Alesha Dixon
The girls were honoured at the 15th anniversary of the Virgin Atlantic Attitude Awards 2026, in partnership with M&S and electrified by Polestar
By Callum Wells
Pop icons Sugababes are the recipients of the Music Award at the Virgin Atlantic Attitude Awards 2026, in partnership with M&S and electrified by Polestar.
The trio were honoured at the 15th anniversary of the Attitude Awards, hosted at London’s Roundhouse on 7 October, where they also performed a medley of hits.
Alesha Dixon had the honours of presenting to the Sugababes, consisting of Mutya Buena, Keisha Buchanan and Siobhán Donaghy, whose influence on British pop stretches back more than two decades.
“This community has been there for us since the beginning” – Siobhán Donaghy on Sugababes winning the Music Award
Keisha said: “We’re so excited to be here. We’ve had our friendship since we were 13 years old. We never knew in a million years we’d become cool icons. Thank you so much.”
Siobhan added: “Thank you to Attitude and the whole LGBTQ+ community. This community has been there for us since the beginning. It’s taught us something about what we needed to learn about ourselves.
“When we first came out, we didn’t know where we fitted, and this community has taught us that we can be ourselves and that we are enough.
“We want to thank you for that, and we will continue to do whatever we can for you.”
Sugababes have built a particularly devoted LGBTQ+ following
From ‘Overload’ and ‘Freak Like Me’ to ‘Round Round’, ‘Push the Button’ and ‘About You Now’, the Sugababes have amassed a catalogue of enduring pop hits – while building a particularly devoted LGBTQ+ following.
That connection was made explicit during their 2025 Brighton Pride performance, when Siobhán Donaghy addressed the crowd wearing a trans flag pin. “The LGBTQ+ community has always been the heart of our fanbase. Honestly, you mean so much to us and it’s such an honour to be here. We see you. We love you,” she told the crowd.
The Sugababes join this year’s celebrated winners, alongside Donatella Versace, David Furnish, Michael Johnston, Suzi Ruffell and Jordan Stephens.
The Attitude Awards 2026 issue is available on digital platforms from 11pm on 7 October and in print from 8 October. Print copy available for pre-order here.