Dutch retailer, Hema, has caused controversy after using a male model to front its recent lingerie campaign.
With his flowing blonde locks, delicate features and shimmering lip gloss, Andrej Pejic is causing the fashion world to do a double take.
Pejic has risen to fame for his androgynous looks and slim frame and is a favourite on the fashion week circuit.
READ OTHER TOP STORIES IN THE WDM CONTENT NETWORK:
Spotify and iTunes lead a digital music revolution
Spotify and iTunes lead a digital music revolution
In the ad, the 6ft 1” model promotes the company’s ‘Mega Bra’ by showing off his new curvy body in a skin-tight dress.
The ad campaign demonstrates that even a man can gain curves by using its push-up bra, according to Hema.
The company said in a statement: "Even men get a decolleté with this new mega push-up bra… that means that you with 'totally nothing' can go to a beautiful B-cup."
The campaign has received high praise from fashion insiders. Many critics and bloggers have branded it a ‘clever’ and revolutionary’ piece of advertising.
