Andrej Pejic Fronts Dutch Lingerie Campaign

With all the female lingerie models that are available in the industry right now, why on Earth have Dutch department store ‘Hema’ chosen androygnous male model Andrej Pejic to front their lingerie campaign?

Granted Pejic is one of the world’s most beautiful models, but surely women’s lingerie adverts need a female to model?… Although the sales of the ‘Mega Push-Up Bra’ must be through the roof, when they are capable of creating boobs on a model on which previously they did not exist!

Ranking at number 98 in FHM magazine’s 100 Sexiest Women in the World 2011, Andrej Pejic obviously is seen as a bit of a sex icon. We will have to see where Pejic will appear next and which brands are brave enough to try and top this  risky campaign!

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

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