Adland shared this seasonal Swedish mailer for retailer ICA featuring a boy in the traditional roleplay of female martyr Santa Lucia, and a girl as the traditionally male stjärngosse (a star boy).
Åsk 'dabitch' Wäppling writes, "For people in the States: This is the equivalent to a boy homecoming queen. Not a transgender homecoming queen. Just a boy homecoming queen."
Personally, I like it. There is no mention of how traditionalists in Sweden reacted. dabitch quips, "They might still be in shock."