It’s time to bury the axe—airbrush is not our enemy. Can all the courage in the world alter fact? Maybe not, but Harumi Gals transformed the narrative! 

Harumi Gals (1978) brings together an incredible collection of illustrations by Harumi Yamaguchi, the iconic airbrush legend whose work emerged amid Japan’s booming consumer culture of the late 1960s and 1970s. The Harumi Gal was pushed into the world as a new kind of muse, as a child of change—woman born, loved, and forever imprinted in the visual language of her time. Today, she stands as a powerful testament to Yamaguchi’s revolutionary impact on commercial art and culture. The Harumi Gal didn’t just change advertising, she redefined how women were seen and celebrated, immortalising a bold, fearless femininity that continues to inspire. 

For the bold, the bad, and the beautiful—in both the romantic and the futuristic sense.