Andrej Pejic models a push-up bra

Andrej Pejic stars in a new advertising campaign for Dutch department store Hema.

The 20-year old model is pictured in the advertisements wearing Hema's push-up bra, and it certainly gives Pejic's bust a boost.

Choosing a male model to sell a bra will certainly attract attention, particularly when people are more accustomed to Victoria's Secret style lingerie ads featuring busty women wearing angel wings.

Pejic was born in Bosnia and Herzegovina in 1991 and moved to Australia with his mother when he was eight.

His androgynous looks have put Pejic in the spotlight. In May 2010 it was reported that in the US Barnes and Noble requested Dossier magazine, featuring a topless Pejic on the cover, be covered in an opaque polybag.

His first international catwalk show was for Jean-Paul Gaultier in 2010, and he has appeared in both French and Italian Vogue, and i-D.

In January he appeared in both the men's and women's shows for Jean-Paul Gaultier in Paris, and the men's for Marc Jacobs.

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