Gender-bending male model stars in Dutch bra ads 
 
 (AFP) – Dec 13, 2011 
 
 WASHINGTON — Gender-bending male model Andrej Pejic acknowledged Tuesday he's the svelte blond "woman" featured in a Dutch advertising campaign for push-up bras. 
 
 "Did I ever think I had enough booty to advertise a push-up bra? No. But am I working it or what??" the Bosnia-born Australian -- a runway favorite of Jean Paul Gaultier and Marc Jacobs -- said on his Twitter account. 
 
 Pejic, 20, is credited by name in advertisements for a 20 euro ($26) "mega push-up bra" from Dutch department store chain Hema in which he otherwise looks like a young blond woman in a figure-hugging black and red dresses. 
 
 "Pejic looks very pretty in the pictures," said New York magazine on its fashion blog, which nevertheless predicted "a new round of opinion pieces" over whether fashion designers only care to create women's wear for boyish bodies. 
 
 With his head-turning androgynous looks, Pejic has been an international runway star this year, notably closing Gaultier's haute couture show in Paris in a wedding dress. He models menswear as well. 
 
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 Andrej Pejic Booked a Lingerie Campaign 
 
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 Yes, this is Andrej Pejic modeling a push-up bra (that's beha, in Dutch). In addition to his successes on "both sides" of the runway, Pejic is booking both menswear and womenswear campaigns, and well-paying catalogue jobs. His latest is for Dutch retail chain Hema, modeling their women's lingerie — including Hema's "mega push-up bra," which must have mega properties indeed, because Pejic has no breasts to "push-up." His Sydney-based agent spoke with Australian fashion blog Frockwriter, saying the ads "[are] revolutionary ... I've never known a man to do a women's lingerie campaign before." 
 
 Pejic looks very pretty in the pictures, but of course — and such is the "power" of his androgynous features — he's likely to be mistaken for a female model by those who don't know who's who in modeling right now. However! The shoot is already becoming controversial in the Netherlands, where, realizing this is not a woman, citizens worry the ads will send a negative message to young women on a never-ending quest to get skinnier.
– The "woman" modeling a push-up bra for Dutch department store Hema is actually a man: androgynous model Andrej Pejic. Pejic, 20, is a good choice if you want to boast how effective your "mega" push-up bras are, considering he has no breasts to speak of. The gender-bending model—who does model menswear, too—was also featured in a wedding dress in a Gaultier show this year, AFP notes. "Pejic looks very pretty in the pictures," writes Alex Rees in New York, but is this truly a good message to send to young women, who are already pushed to be super-skinny? The campaign, Rees concludes, "seems certain to foster a new round of opinion pieces about how lazy (and often, gay male) fashion designers only want to design women's clothing for boy-ish frames." Click for more on Pejic.