UNIQLO’s newest commercial features AIRism casual wear and heartwarming sapphic love

Originally published on Sora News by Ingrid Tsai


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

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