Male Model for Women’s Lingerie
The department store Hema in The Netherlands has decided to cast androgynous male model Andrej Pejic as the main model for their latest women’s lingerie campaign. Andrej Pejic has previously been used for both women’s wear and men’s wear by Gaultier and Marc Jacobs respectively. Some believe this is a controversial move on the part of Hema. Others believe it is a stroke of genius.
The department store Hema claim that the push up bra Andrej Pejic is modelling can boost women’s busts by two cups. This is illustrated by the fact that Andrej’s no-cup chest does appear to have been enhanced to a B cup in the advertising campaign pictures.
The campaign pictures have only recently been released. However, they have sparked a huge reaction and response, with Pejic’s agent referring to the campaign as revolutionary. Fans have been using online forums and social websites to comment, many believe the HEMA campaign is outstanding, stating that if a male model can look good in a push up bra, it must work.
It is believed that a male model has never modelled women’s underwear for an advert campaign before.
Andrej Pejic other fashion shoots
