This week, New York City streets are seeing something rare: a moving truck with a rainbow twist, and a mission. HER, the world’s largest dating app for queer women, trans, and nonbinary people, has taken the iconic “U-Haul lesbian” stereotype and turned it into a real-life celebration of love and connection.
From October 31 through November 8, the fully wrapped HER moving truck is stopping at city landmarks, queer bars, and community spaces, helping sapphic couples move in together just in time for cuffing season.
Love in Motion
HER’s initiative was inspired by a recent community survey: nearly 50% of queer women and nonbinary users reported moving in with a partner within two months of dating. Among those, 44% cited love as the reason, 29% wanted companionship, and 12% said it was simply convenient.
HER CEO Robyn Exton explained that the campaign is about turning a playful trope into a pride-filled reality. “Sapphic love moves fast, and we want to celebrate that without shame,” she said. “This is about connection, humor, and authenticity, all rolled into one moving truck.”
What’s on the Move
The campaign combines real-world experiences with digital storytelling:
- Moving Truck Stops: The HER truck makes scheduled appearances at bars and landmarks across NYC, helping couples with actual move-ins.
- Butch4Hire Collaboration: A queer moving company joins the effort, facilitating move-ins and hosting a Brooklyn pop-up on November 8 with HER merch giveaways and free HER Premium subscriptions.
- Move-In Kits: Over 100 users can win limited edition “sapphic starter kits” to kick off cohabitation.
- Creator Collaborations: Queer creators share the chaos, humor, and intimacy of moving in together, giving an authentic glimpse into sapphic relationships.
- In-App “Move-In” Button: HER users can signal their participation, blending digital engagement with in-person experiences.
Turning a Trope Into Community
By bringing the digital experience onto the streets, HER is reframing how sapphic couples experience love and commitment. The campaign celebrates fast-moving relationships while highlighting joy and practicality, turning a familiar joke into a public, interactive statement.
Couples, content creators, and curious New Yorkers can follow the truck’s route and join the celebration through HER’s app and social channels. It’s a moving, literal and figurative, celebration of queer love in motion.
