Male model Andrej Pejic is the talk of the fashion world today (December 14, 2011) after featuring in an ad campaign for lingerie label Hema in which he models a push-up bra. The androgynous 20-year-old promotes the discount store's new 'Mega Bra' in a series of adverts that are certainly causing a stir.
The modelling star, who is also pictured in two figure-hugging dresses, became a trending topic on Twitter as the images began to circulate earlier this week. One user quipped, "That Hema campaign is brilliant: Andrej Pejic sporting a push-up bra?! If a man looks good in that bra, it must be good stuff". Born in Bosnia but raised in Australia, Pejic has risen to become one of the world's most in-demand models, thanks to his androgynous good looks and slim frame. He regularly takes to the catwalk in womenswear and closed Jean Paul Gaultier's haute couture bridal show in a see-through wedding gown, according to the UK's Daily Mirror. Reaction to the pictures has been overwhelmingly positive, with Pejic's agent Joseph Tenni telling Frockwriter, "It's revolutionary. I've never known a man to do a womens' lingerie campaign before".
Andrej's photo-shoot may be making the headlines, but he's not the first androgynous model to appear in high profile campaigns modelling clothes for both genders. Canadian star Marcel Castenmiller and Japanese-American model Jenny Shimizu have appeared in similar ads.