I bought some bubblegum at a convenience store in a small town in Türkiye, 53 years to the day since Kim Casali married her love, Roberto, in Tāmaki Makaurau at St. Andrews Church, in Epsom.
Opening the pack, named “şıpsevdi” (quick to fall in love), I found that each piece of gum was wrapped in a “Love is…” illustration with words in both Turkish and English. The first piece stated, “Love is… phoning when you’re running late”.
You have likely seen the illustrations. A bobble-headed couple: the girl with blonde hair and freckles, and a dark-haired boy. Maybe you have seen the “Love is… rockin’ my world” T-shirt worn by Clementine, played by Kate Winslet, in the 2004 film Eternal Sunshine of the Spotless Mind, or a stamp produced in Ireland in 1998 (suggesting that “Love is… keeping in touch”).
Maybe you have stumbled upon a “Love is… not taking each other for granted” pillowcase at an op shop. You might have even seen the cartoon in De Telegraaf, a newspaper in the Netherlands, where a “Liefde is../Love is…” cartoon is printed every day.
In 1967, the first illustration of what became the adored “Love is…” series was drawn by Kim on a postcard sent to Roberto. She would slip her love notes into his pocket, put them under his pillow, or in his car’s glove compartment.
But how did these illustrations find themselves in 50 countries around the world, translated into multiple languages, and mass-produced on tea towels, playing cards, napkins, mugs… (etc. forever!), and adored?
Auckland-born Kim left Aotearoa at 19 on a worldwide trip, and six years later, she found herself in the U.S.A. in love with Roberto. He showed her illustrations to his friend, a journalist from the Los Angeles Times. Her first “Love is…” cartoon was printed on the last page of the newspaper on January 5, 1970.
Kim’s cartoons were sweet and sometimes controversial. For example, in 1973, during Family Planning Week: “Love is ... having children by choice, not chance”. A clipping of this is kept at Te Puna Mātauranga o Aotearoa, The National Library of New Zealand.
The cartoons were published daily from then on, by Kim, until 1975, when Roberto, at just 30, was diagnosed with testicular cancer. Kim retreated to care for Roberto full time and entrusted the cartooning to Bill Asprey. Ever since, he has continued to publish a "Love is ..." drawing every day from Monday to Saturday in the Los Angeles Times.
Kim and Roberto already had two children together but wanted one more so they decided to freeze his sperm in case she did not get pregnant while he was alive. He died at the age of 31. Soon after, in 1977, Kim was pregnant, via artificial insemination, with his child.
“Love is… boundless”.
A spokesperson for the Vatican, in its official newspaper, L'Osservatore Romano, wrote that Kim was “immoral” condemning her as “against evangelical morality”.
Te Papa has two “Love is…” posters by Kim Casali in its collection, and eBay listings pop up daily with offerings such as an apron stating “Love is… taking your turn in the kitchen.” Flea market browsing could lead you to clearfiles of gum wrappers to purchase: in France (L’amour c’est), Türkiye (Aşk), Spain (Amor es), and Germany (Liebe ist).
Three years ago luxury fashion house Vetements created a “Love is… us” white T-shirt and hoodie. Last year DSQUARED2 released, as part of a multi-piece “Love is…” collection, a 500 Euro (approx. $900 NZD) grey woollen jersey with red lettering.
Kim died 27 years ago, and her love, Roberto, 48 years ago. However, if you are in the United Kingdom you will still find, in The Mail, a fresh “Love is…” illustration every Sunday.
“Love is… eternal.”
