A MAN modelling women's lingerie? Andrej Pejic proves a push-up bra can create serious cleavage... even for the truly flat-chested

Most lingerie firms might choose a Victoria's Secret-esque bombshell to model its latest push-up bra.

But though Dutch department store Hema has certainly cast a beauty in its new lingerie campaign, the fact that star model Andrej Pejic is actually a man makes him an unlikely choice.

While the 20-year-old may look as stunning on the catwalk in Jean Paul Gaultier womenswear as he does in Marc Jacobs menswear, can he really do the business when it comes to women's bras?

Career boost: Dutch store Hema cast Mr Pejic in a campaign for its newest push-up bra to demonstrate what it could do for the truly flat-chested



In fact, the Serbian-born, Australian-raised supermodel is a clever choice.

Not only does Mr Pejic make headlines with every campaign he does, his notable lack of cleavage proves that Hema's new bra can give even the flattest chests some shape.

The company's claim that the Mega Push-Up Bra can boost your bust by '2 cups extra' could never be in doubt, given that his 'no-cup' chest appears to have been augmented up to a B-cup in the ads.

Though the campaign images were only released several hours ago, it has already sparked a huge response, and is currently trending on Twitter in the Netherlands.



One user wrote: '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.'



Clever casting: Hema's claim that the bra can boost your chest by '2 cups extra' could never be in doubt, given that Mr Pejic doesn't even have a bust

Boost: Mr Pejic's 'no-cup' chest appears to have been augmented to a B-cup

Another added: 'Super BIG UP to Dutch department store HEMA for doing a push up bra campagne [sic] with Adrej Pejic!'

Joseph Tenni, at Mr Pejic's Sydney-based agency, Chadwick's, called the campaign 'revolutionary'.

He told Frockwriter: 'I've never known a man to do a women's lingerie campaign before.'