'Lesbian' appears on London buses for the first time in HER campaign
Sapphic dating app HER has put the word 'lesbian' on TfL buses for the first time, in a campaign celebrating queer women's very specific 'types'.
The word "lesbian" is travelling around London on the side of TfL buses for the first time ever, thanks to a new campaign from sapphic dating app HER.
The campaign, Every Type. Yes, Even Yours, launched this month and celebrates the hyper-specific "types" that circulate in queer women's dating culture. Slogans on the buses include "wolfcut wlw", "T4T baby", "bisexual baddie" and "raging lesbian".
Speaking to PinkNews at HER's takeover of La Camionera's Single Night in London on 6 October, the app's social media manager Abi Smith said the campaign set out to celebrate how nuanced, funny and specific the sapphic community is about who it finds attractive.
She said the team's graphic designers discovered during their research that no campaign on the TfL network had ever used the word "lesbian" before. Smith said she could hardly believe that was still the case in 2026, and that the team was excited to finally introduce the word to London.
HER describes itself as a FLINTA dating and community app for lesbian, bisexual, queer, trans and non-binary people. It says it now has more than 15 million users worldwide, and it runs regular in-person events alongside the app.
Head of brand Ashley Tick said visibility on its own is not enough, and that HER also wants to invest in the people and venues that sustain the community. The campaign comes at a time when many sapphic-run bars and spaces are under financial pressure, even as sapphic culture becomes more visible in the mainstream.
This is not the first time HER has used outdoor advertising to grab attention. In January 2026, its "Sapphic Restart" push put suggestive bowling-ball billboards across New York and Los Angeles with the tagline "Everything Reminds Me of HER", and the images went viral.
Before that, the app reclaimed the long-running "U-Haul lesbian" joke with a wrapped moving truck that toured New York City, backed by creator videos and a "Move-In" button inside the app. HER's own survey found that nearly half of the queer women and non-binary users it asked had moved in with a partner within two months.
How to download HER
HER is a lesbian dating and social app for LGBTQ+ people looking to meet potential partners, make friends and connect with their community. The app is available for iOS and Android, with free core features and optional premium subscriptions.
To get started, visit the official HER download page and follow the link for your device to download the app.
