diff --git a/packages/docusaurus-theme-classic/src/__tests__/validateThemeConfig.test.ts b/packages/docusaurus-theme-classic/src/__tests__/validateThemeConfig.test.ts
index a333f882b5..6fe62bb524 100644
--- a/packages/docusaurus-theme-classic/src/__tests__/validateThemeConfig.test.ts
+++ b/packages/docusaurus-theme-classic/src/__tests__/validateThemeConfig.test.ts
@@ -112,6 +112,13 @@ describe('themeConfig', () => {
             docId: 'intro',
             label: 'Introduction',
           },
+          // Doc link with HTML as label
+          {
+            type: 'doc',
+            position: 'left',
+            docId: 'intro',
+            html: '<b>Introduction</b>',
+          },
           // Regular link
           {
             to: '/guide/',
@@ -119,6 +126,13 @@ describe('themeConfig', () => {
             position: 'left',
             activeBaseRegex: '/guide/',
           },
+          // Regular link with HTML as label
+          {
+            to: '/guide/',
+            html: '<b>Guide</b>',
+            position: 'left',
+            activeBaseRegex: '/guide/',
+          },
           // Regular dropdown
           {
             label: 'Community',
@@ -136,10 +150,10 @@ describe('themeConfig', () => {
               },
             ],
           },
-          // Dropdown with name
+          // Dropdown with label as HTML
           {
             type: 'dropdown',
-            label: 'Tools',
+            label: 'Tools <sup>new</sup>',
             position: 'left',
             items: [
               {
diff --git a/packages/docusaurus-theme-classic/src/theme-classic.d.ts b/packages/docusaurus-theme-classic/src/theme-classic.d.ts
index 9f3c48ed3d..cde00cc5c6 100644
--- a/packages/docusaurus-theme-classic/src/theme-classic.d.ts
+++ b/packages/docusaurus-theme-classic/src/theme-classic.d.ts
@@ -651,6 +651,7 @@ declare module '@theme/NavbarItem/NavbarNavLink' {
     readonly activeBaseRegex?: string;
     readonly exact?: boolean;
     readonly label?: ReactNode;
+    readonly html?: string;
     readonly prependBaseUrlToHref?: string;
   }
 
diff --git a/packages/docusaurus-theme-classic/src/theme/NavbarItem/NavbarNavLink.tsx b/packages/docusaurus-theme-classic/src/theme/NavbarItem/NavbarNavLink.tsx
index af498982f6..e19758815f 100644
--- a/packages/docusaurus-theme-classic/src/theme/NavbarItem/NavbarNavLink.tsx
+++ b/packages/docusaurus-theme-classic/src/theme/NavbarItem/NavbarNavLink.tsx
@@ -21,6 +21,7 @@ export default function NavbarNavLink({
   to,
   href,
   label,
+  html,
   activeClassName = '',
   prependBaseUrlToHref,
   ...props
@@ -33,32 +34,47 @@ export default function NavbarNavLink({
   const isExternalLink = label && href && !isInternalUrl(href);
   const isDropdownLink = activeClassName === dropdownLinkActiveClass;
 
+  // Link content is set through html XOR label
+  const linkContentProps = html
+    ? {dangerouslySetInnerHTML: {__html: html}}
+    : {
+        children: (
+          <>
+            {label}
+            {isExternalLink && (
+              <IconExternalLink
+                {...(isDropdownLink && {width: 12, height: 12})}
+              />
+            )}
+          </>
+        ),
+      };
+
+  if (href) {
+    return (
+      <Link
+        href={prependBaseUrlToHref ? normalizedHref : href}
+        {...props}
+        {...linkContentProps}
+      />
+    );
+  }
+
   return (
     <Link
-      {...(href
-        ? {
-            href: prependBaseUrlToHref ? normalizedHref : href,
-          }
-        : {
-            isNavLink: true,
-            activeClassName: !props.className?.includes(activeClassName)
-              ? activeClassName
-              : '',
-            to: toUrl,
-            ...(activeBasePath || activeBaseRegex
-              ? {
-                  isActive: (_match, location) =>
-                    activeBaseRegex
-                      ? isRegexpStringMatch(activeBaseRegex, location.pathname)
-                      : location.pathname.startsWith(activeBaseUrl),
-                }
-              : null),
-          })}
-      {...props}>
-      {label}
-      {isExternalLink && (
-        <IconExternalLink {...(isDropdownLink && {width: 12, height: 12})} />
-      )}
-    </Link>
+      to={toUrl}
+      isNavLink
+      activeClassName={
+        !props.className?.includes(activeClassName) ? activeClassName : ''
+      }
+      {...((activeBasePath || activeBaseRegex) && {
+        isActive: (_match, location) =>
+          activeBaseRegex
+            ? isRegexpStringMatch(activeBaseRegex, location.pathname)
+            : location.pathname.startsWith(activeBaseUrl),
+      })}
+      {...props}
+      {...linkContentProps}
+    />
   );
 }
diff --git a/packages/docusaurus-theme-classic/src/validateThemeConfig.ts b/packages/docusaurus-theme-classic/src/validateThemeConfig.ts
index 8de448ea65..c168709369 100644
--- a/packages/docusaurus-theme-classic/src/validateThemeConfig.ts
+++ b/packages/docusaurus-theme-classic/src/validateThemeConfig.ts
@@ -49,8 +49,10 @@ const NavbarItemPosition = Joi.string().equal('left', 'right').default('left');
 
 const NavbarItemBaseSchema = Joi.object({
   label: Joi.string(),
+  html: Joi.string(),
   className: Joi.string(),
 })
+  .nand('html', 'label')
   // We allow any unknown attributes on the links (users may need additional
   // attributes like target, aria-role, data-customAttribute...)
   .unknown();
diff --git a/website/docs/api/themes/theme-configuration.md b/website/docs/api/themes/theme-configuration.md
index d954079d52..fd1e4ac306 100644
--- a/website/docs/api/themes/theme-configuration.md
+++ b/website/docs/api/themes/theme-configuration.md
@@ -259,6 +259,7 @@ Accepted fields:
 | --- | --- | --- | --- |
 | `type` | `'default'` | Optional | Sets the type of this item to a link. |
 | `label` | `string` | **Required** | The name to be shown for this item. |
+| `html` | `string` | Optional | Same as `label`, but renders pure HTML instead of text content. |
 | `to` | `string` | **Required** | Client-side routing, used for navigating within the website. The baseUrl will be automatically prepended to this value. |
 | `href` | `string` | **Required** | A full-page navigation, used for navigating outside of the website. **Only one of `to` or `href` should be used.** |
 | `prependBaseUrlToHref` | `boolean` | `false` | Prepends the baseUrl to `href` values. |
@@ -288,6 +289,8 @@ module.exports = {
           // Only one of "to" or "href" should be used
           // href: 'https://www.facebook.com',
           label: 'Introduction',
+          // Only one of "label" or "html" should be used
+          // html: '<b>Introduction</b>'
           position: 'left',
           activeBaseRegex: 'docs/(next|v8)',
           target: '_blank',