14/12/2011 12:54 | By Sarah Hecks, fashion & beauty editor, MSN Life & Style
A man modelling women’s underwear?

Dutch fashion chain HEMA uses androgynous model Andrej Pejic in new push-up bra advert



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At first look, this is a seemingly normal advert for a push-up bra until you realise that the beautiful model having their assets enhanced is actually a man.

Dutch retail chain HEMA has shook up the fashion world by using male model Andrej Pejic in its latest lingerie campaign to promote the store's new Mega Push-Up bra.

The androgynous 20-year-old has been photographed in two figure-hugging dresses which show off the bras abilities to enhance cleavage.

The controversial campaign has sparked a lot of controversy in the Netherlands and has sparked debate on Twitter. This isn't the first time Pejic has caused a media storm - he appeared at number 98 in FHM's list of the world's sexiest women earlier this year.

The blurb written to accompany his entry caused such outrage it forced FHM to remove the entry from its website but the entry still ran in its print edition.

The Bosnian model's good looks have seen him appear on the women's catwalk shows regularly and he even closed Jean-Paul Gaultier's haute couture show earlier this year.

Take a look at our Andrej Pejic to see why he is taking the modelling world by storm.

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