North American television series The L Word (USA 2004-present) tells the story of a group of lesbian and bisexual women living in Los Angeles. The current article offers a close reading of the first two seasons of the series, analysing them from the perspectives of both feminist theory and queer theory. It demonstrates that even though the series deconstructs the normative boundaries of both gender and sexuality, it can also be said to maintain the ideals of a heteronormative society. The argument is explored by paying attention to several aspects of the series. These include the series' advertising both in Finland and the United States and the normative femininity of the lesbian characters. In addition, the article aims to highlight the ma...