New Ads Feature A Male Model For…Lingerie?

Ami Dia
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Photo: ©

In today’s dose of brilliant marketing, Dutch retailer HEMA has debuted advertisements for their latest push-up bra, featuring a man. (Side note: If a bra can give a flat-chested guy the appearance of cleavage, I can’t imagine how much boost it’d give me.)

The model of choice was the androgynous Andrej Pejic who has taken the industry by storm this year with his chameleon-like ability to rock everything from a dress to a pair of rugged jeans. The Bosnian-born, Aussie-raised Pejic even pulled double-duty by walking in BOTH shows for Jean-Paul Gaultier at Paris Fashion Week earlier this year.

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Photo: ©

Are Guys Getting Too Girly?

The lingerie advertisements feature a fresh-faced Pejic with long blonde locks, a sultry pout and donning a dress, which shows off his “curves” created by the new bra. The mega push-up brassiere from HEMA promises to give ladies (and gents) the appearance of two cup sizes bigger, which by the looks of Pejic, is no lie.

Earlier today the 20 year old tweeted, “Did I ever think I had enough booty to advertise a push-up bra? no. But am I working it or what??”

And we have to admit, he is workin’ it, indeed.

What do you think about a male model advertising women’s lingerie? Tell us in the comments below!

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