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Push-Up Bra Ad Campaign's Latest Model Is... Male

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Bras are big business in America. We’re not just talking about the annual Victoria’s Secret (LTD) Fashion Show, whose 2011 iteration drew its largest audience in a decade. Over the past 20 years, lingerie has evolved to become more than just a functional undergarment and the market for intimate apparel, estimated at $9.6 billion in 2007, is now larger than ever.
With so much at stake, companies like Victoria’s Secret spare no expenses in hiring super star models like Tyra Banks, Heidi Klum, Gisele Bundchen, Adriana Lima and Miranda Kerr to showcase their over-the-top bras.
While the glamorous models of Victoria’s Secret attract all the press attention, a large number of women actually buy their lingerie at department stores like JCPenney (JCP), Target (TGT) and Walmart (WMT), even if the lingerie at these stores might not be marketed with as much flash.
However, if department stores want some press ink for their lingerie products, they can follow the example of Dutch department store Hema, who have chosen model Andrej Pejic to front the advertising campaign for its Mega Push-Up Bra that "promises to ‘add two cup sizes,'" according to Yahoo.
What’s so newsworthy about Hema’s choice of a lingerie model? Probably the fact that Pejic is actually a man.
This is of course not the first time Pejic has drawn attention for his gender-bending ways. The androgynous-looking 20 year-old rising model was the focus of some blogosphere discussion back in May this year when a magazine in which he appeared topless on the cover of was actually censored by Barnes & Noble (BKS) because the retail chain was worried that shoppers would think Pejic was a shirtless woman.
In the same month, Pejic was also ranked 98th in men’s magazine FHM’s list of “100 Sexiest Women in the World.” In the write-up for Pejic, the magazine wrote that “the blonde gender-bender has jumped the gun in hoping he might one day be signed as a Victoria's Secret Model (Pass the sick bucket).” FHM later removed the copy after getting slammed for its offensive content.
Whilst Pejic’s profile has increased after all that controversy, ultimately, the reason why Hema hired him must be because it feels that he is capable of representing and selling the product well. Here are the pictures of Pejic’s Hema print advertisements. What do you think?

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