Male model stars in new lingerie campaign for Dutch fashion chain HEMA

Andrej Pejic Bra

Here’s a supermodel acting out something that looks like “take my clothes off and make love to me!”. At first glance, this is a seemingly an ordinary ad campaign for a push-up bra… until you realize that the gorgeous blonde is actually a guy!

Andrej Pejic, a 20-year old Melbourne-raised Bosnian with no breasts at all, was hired by Dutch department store HEMA to star in its line of bras that supposedly promise to double the average cup size. Pejic is famous for his androgynous good looks. He has previously modeled for the likes of Marc Jacobs and Jean-Paul Gaultier, and was even voted the 98th sexiest woman in the world by the readers of FHM earlier this year.

The new campaign has caused controversy in the Netherlands, and it was trending on Twitter just hours after the advertisements were released.

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.”

The campaign was shot in Amsterdam in late September.