Gender Bending Male Model Stars in Push-Up Bra Ads

If he can look like he has 'em, so could female customers ...

A Dutch department store has hired a man to model its push-up bras.

Six-foot-two Andrej Pejic is shown in the ads for Hema's Mega Push-Up Bra sporting an ample bosom under V-neck dresses. According to an observation he tweeted, the gig surprises even him.

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

"It's revolutionary... I've never known a man to do a women's lingerie campaign before," his agent, Joseph Tenni, told Frockwriter.

Peji, who was born in Yugoslavia but moved with his family to Australia when he was eight, is known for an androgynous look that allows him to model as a woman or a man. In a fashion who in Paris earlier this year, he walked the runway as a woman for Jean-Paul Gaultier and as a man for Marc Jacobs. He has not had a sex change, though.

Pejic told the British magazine Grazia he follows a punishing diet in order to keep his girlish figure.

“Let’s be honest,” he said. “You can’t eat much if you want to do this.”

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