While most lingerie brands would usually pick a buxom lady to model their latest underwear collections, Dutch department store Hema have opted for a more unconventional choice.

Male model Andrej Pejic fronts the campaign for the ‘Mega Push-Up Bra’ from Hema that promises to ‘add two cup sizes’.



The company’s decision to have a man front the campaign appears to have paid off - as his natural cleavage-free physique is visibly enhanced by their ‘boosting’ bra.



The images, featuring Pejic wearing the bra under two different dresses and a jumper, were released on 13 December and quickly became a trending topic on Twitter in the Netherlands in a matter of hours.



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One Twitter 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.”



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



The overall reaction to Hema’s ‘first male bra model’ is positive but it remains to be seen if everyone feels the same way.



This isn’t the first time Pejic has modelled clothing for women. The Bosnian-born and Australian-raised model has made androgyny his trademark and has become of 2011’s breakout models.





Pejic closed Jean Paul Gaultier’s womenswear haute couture show in Paris wearing a bridal gown and appeared as Marylin Monroe in a short film for Love Cat Magazine.





He also ranked number 98 in FHM magazine's 100 Sexiest Women in the World 2011 but the ‘award’ that was accompanied with a derogatory subtext encouraging readers to ‘pass the sick bucket’ in response to his androgyny was later removed from FHM's website.



Despite his success in womenswear, the 20-year-old has made a name for himself modelling menswear collections for the likes of Marc Jacobs.



So how does Pejic pull off this role?



His soft and sultry feminine looks have captivated designers and his figure is regarded as nearly perfect for high fashion modelling.



Hilary Alexander, Fashion Director at The Telegraph told the BBC earlier this year: “Andrej is obviously beautiful and he has the most amazing figure. When you consider that a lot of designers are designing for this impossible ideal for someone who is 5ft 11in, no hip and no chest.”



Pejic’s campaign for Hema was shot in Amsterdam back in September. His agent Joseph Tenni said: “It's revolutionary. I've never known a man to do a women’s lingerie campaign before”.



What do you think of Pejic's campaign for Hema? Do you think it is ground-breaking or inappropriate?



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