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Dutch Chain Uses Male Model in Lingerie Ad


Andrej Pejic models a push-up bra for HEMA.
Andrej Pejic models a push-up bra for HEMA.

(Filed Under retail Lingerie News). Holland-based department store chain HEMA launched a campaign featuring its new mega push-up bra — on a male model.

Twenty-year-old Australian model Andrej Pejic is known for his androgynous appearance and has modeled women’s apparel for top designers’ campaigns and runway shows, including Jean Paul Gaultier and Marc Jacobs, but this is his first time modeling women’s lingerie. Pejic’s "cleavage" is created through the bra’s padded inserts.

Images featuring Andrej wearing the push-up bra and form-fitting dresses are currently running on billboards across Holland. HEMA’s mega push-up bra retails for €20, or approximately $26.


more retail Lingerie News >>

Published 12-22-2011 by Katherine Rautenberg

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Dutch Chain Uses Male Model in Lingerie Ad


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