Dutch department store HEMA has created a world-wide sensation by brilliantly using a male model to advertise its range of push-up bras.
The androgynous 20-year-old model Andrej Pejic, who was born in Bosnia before emigrating to Australia, features in figure-hugging dresses, with a bust that looks every-inch a woman’s.
The push-up bra promises to add two cup sizes to any bust.
HEMA’s advertising campaign has already become an internet hit. On his Twitter page, Pejic notes: “Did I ever think I had enough booty to advertise a push-up bra? No. But am I working it or what?”