Gal pals? No, gal lovers!
Queer representation in Japanese commercials ranges from the fantastical to the more serious, sometimes focusing on the struggles faced by the Japanese LGBTQ+ community. Like the multitudes contained within personal identity, the individual histories of queer folks are diverse and cover a wide range of experiences. Uniqlo’s newest commercial advertising their AIRism line reflects this by taking a slice-of-life approach in depicting a young sapphic couple.
▼ Playing in the background is Keisuke Kuwata’s “The Wanderin’ Street.”
The commercial follows the day-to-day lives of a sapphic couple dressed in Uniqlo’s