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At first look, this is a seemingly normal advert for a push-up bra… until you realise that the sultry model with the boosted curves is actually a MAN.

Dutch retail chain HEMA has sent shockwaves through the world of fashion by using male model Andrej Pejic in its latest lingerie campaign.

The androgynous 20-year-old promotes the discount store’s new ‘Mega Push-Up Bra’ in a series of adverts that have shocked even the super liberal Netherlands.

The pouty star is pictured in two figure-hugging women’s dresses which flaunt the shapely curves the bra promises to deliver.

The controversial campaign has set tongues wagging on social networking sites, with the topic trending on Twitter just hours after the adverts were released.

One user tweeted: “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.”

Another added: “Andrej Pejic is the prettiest man woman known to man.”

The Bosnian’s androgynous good looks have made him one of the in-demand models of the moment.

And Pejic, who was raised in Australia, is no stranger to wearing women’s clothes.

The young star regularly takes to the catwalk in designer womenswear and even closed Jean Paul Gaultier’s haute couture bridal show in a see-through wedding gown.

Speaking to Frockwriter, Pejic’s agent Joseph Tenni said: “It's revolutionary. I've never known a man to do a womens' lingerie campaign before".