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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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70Comments
14/12/2011 22:06
Who cares? I'm more worried about affording my gas bill next month than if some bloke wants to wear women's clothes.......
14/12/2011 20:05
My penis and my brain are in a disagreement right now..
14/12/2011 17:50
how could you have sex with the person and not know at the time , but find out later?
A lack of vagina would be a bit of a give away surely.
14/12/2011 17:52
Makes you think twice at what you see!!!!
14/12/2011 20:00
There is nothing wrong with this ad at all. Is it obscene or pornographic? No. It is time people started living in the 21st century. People who complain about transgender or androgynous people are normally frightened of their own gender identity.
I'm a transsexual who has to suffer discrimination and abuse because i have a rare medical condition called Gender Dysphoria. Why should Andrej have to suffer abuse just because of who they are. Would any of the those criticising the ad a known that the model wasn't born female if they hadn't been told and b) give the same sort of abuse to anyone suffering from any other medical condition? It is time to grow up people and get rid of prejudice. I have noticed one or two trans or homophobic comments on the replies here. Andrej is a credit to the trans community
14/12/2011 20:46
just goes to show,u dont know who's who these days (boys will be girls and girls will be boys,.!)
14/12/2011 17:40
"these bras are so good they can give a bloke cleavage - which I think has been proven by the photo in a clever way"
Sorry but I fail to see how they have proved this? I see no cleavage in that picture what so ever - what I do see though is a stuffed bra and a top that is designed to give the impression of a cleavage. I'm not entirely sure you understand what a cleavage is. Also the man is beyond slim therefore there would be nothing to push up anyway.
I don't think they have used this model to portray this idea at all - proven by the pictures above he is clearly used as designers find him beautiful and very elegant.
With regards to the boxer reference I was simply stating that women should advertise womens underwear and men should advertise mens underwear - mixing it up is wrong and gives out the wrong message!
I personally still believe that only a woman should be used to advertise these types of underwear.
14/12/2011 19:00
Am I missing something here? Blokes dont have curves like he does in the second pic?? has he had ribs removed to give him shape?
Edited to androgynous or not there is NO cleavage in that pic so what was the point?
14/12/2011 17:45
i love the fact that fhm had him in their list....you think any blokes had an un knowing ham shank to the pic lol...reminds me of the family guy episode where it transpired glen had been fantasing about a member of hanson lol
14/12/2011 18:04
ok thats just awkward.
15/12/2011 17:14
I got an androgynous friend he has a sister and looks better then his sister,just like these guy if God made them like that they should embrace ,years ago i was in Germany and met an androgynous guy look like Claudia schiffer i couldn't believe when i found out he was a man! Beauty is to be appreciated regardless they genders
14/12/2011 21:54
I think he looks amazing. Who cares that he is a man modelling as a woman! If he was born this way who really has the right to judge him? At the end of the day he is happy, and that's what matters. The only people who will be bothered by this will be the uneducated, closed minded imbeciles that think they are whats right and everything else is wrong. Good on him for doing what feels right for him!
14/12/2011 22:02
It takes balls to do this....
14/12/2011 18:45
I don't need a push up bra 
Anyway , I am confused ... if the male model dresses like a woman anyway, surely the ad loses its message.
Don't have a go at me , just explain please.
14/12/2011 16:59
Brilliant idea!
Now let's just wait for all the wailing and gnashing of teeth in protest by the limp-wristed liberals about this topic.
What's wrong with being androgynous anyway?
14/12/2011 18:51
this looks nothing like a man
14/12/2011 23:27
I D (Socrataus) I think you are wrong and am one of those people who will get offended on someone elses behalf. If a woman wore mens jeans, I am not going to get offended on your behalf (I assume you are a man as you talk about women in a third party sense)
If a push up bra can work THAT well on a man wouldn't it work much better on a woman? (that wasn't meant to sound as pervy as it may of sounded...)
Either way hats off to this guy!
If a push up bra can work THAT well on a man wouldn't it work much better on a woman? (that wasn't meant to sound as pervy as it may of sounded...)
Either way hats off to this guy!
14/12/2011 23:24
Personally I think that if it had not been highlighted that this was actually a man then no-one would care. He pulls off looking like a woman......either way whether it was a woman or a man I would not purchase the bra as it is probably very expensive and I dont really have the right shape to pull off a 'pull up' bra anyway. Also a woman could advertise boxers and no-one would care, if anything i bet people would like it and think of it as 'innovative'. Does anything really surprise/shock/offend anyone anymore??? C'mon there are so many more concerning things going on, for example the state of the world. I.e third world countries dying from starvation and disease and seriously rich people screwing over ordinary hard working people. Get your priorities in order!
14/12/2011 21:41
do people not understand the word androgynous?? whether he looks like a man or a woman, he is a person, he obviously enjoys his job, and he chooses to pursue it as a woman. he looks beautiful and if a person saw this in a magazine, they would not be able to tell, and if they say they can, their lying, end of.
14/12/2011 17:43
is it not just a way to get cheap publicity.....
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