Male Model Promotes Push-Up Bra

AMSTERDAM – The Dutch warehouse chain Hema is banking on an interesting marketing campaign to explode the sales of its newest garment, a push-up bra.

Using the slogan that “not just women will gain two cup sizes with the new bra but even men will have cleavage”, the company hired international male model Andrej Pejic to promote its new garment.

Pejic is world renowned for his ability to model male and female clothing with ease. Born an Androgyne (ambi-gender), Andrej’s physique and facial features allow him to navigate both male and female modeling venues with comfort and style.

Hema is counting on women will ‘rush’ to their stores to buy the new push-up bra when they see how stunning it looks and fits a man’s body, realizing that the bra could do wonders for their physique and image.

For Pejic this is not the first time he transfers from men’s into women’s clothing. He has modeled wedding gowns for famous designers Jean Paul Gaultier and Marc Jacobs.

Pejic is also the poster man for the new generation of Androgyne models. In March 2011 he was given the 11th spot by models.com on the list of the world’s 50 top male models.

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