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article imageDutch chain HEMA use male model to advertise push-up bra

By Katerina Nikolas     Dec 14, 2011 in Odd News
Women's lingerie advertisements will never be the same. The latest campaign by Dutch fashion chain HEMA features a male model advertising a push-up bra.
The Dutch fashion chain HEMA has created quite a stir in the fashion world by choosing a male model to advertise its new Mega Push-Up bra. Androgynous Bosnian born model Andrej Pejic, 20, conceals the actual lingerie beneath a wrap around dress that emphasizes the cleavage he achieves through wearing the bra.
According to Catwalk Queen, Pejic hopes to model for Victoria's Secret one day. This year he was listed as one of the world's sexiest women in the FHM's list, in spite of being a man. Grazia Daily reported that the platinum haired Pejic modelled a transparent bridal gown in a John Paul Gaultier haute couture fashion show.
The HEMA push-up bra has reportedly caused controversy in the Netherlands according to MSN, something which the male model is fast becoming accustomed to. The model's agent described the adverts as "revolutionary", saying "I've never known a man to do a women's lingerie campaign before."
More about Andrej Pejic, HEMA, push up bra, male model bra, gender bender model
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