Andrej Pejic in the push-up bra campaign

Top male model Andrej Pejic is the groundbreaking star of a new advertising campaign for a Dutch department store promoting a push-up bra.

Pejic (20) is known for his androgynous look and modelled both the male and female collections for French designer Jean-Paul Gaultier in Paris in January.

Dutch department store Hema recently cast him in a series of ads for its “Mega Push-Up Bra” which it claims can augment a woman’s cleavage by two extra cup sizes.

The ads shows Pejic, who has a ‘no-cup’ chest, sporting about a B-cup, presumably thanks to the push-up bra.

The campaign has reportedly generated huge interest in the Netherlands.

Pejic was born in Bosnia and Herzegovina but his family fled to Australia when he was eight as a result of the 1999 NATO bombings of his homeland.

He is currently ranked no. 18 on the Top 50 Male Models list.

“Andrej, in a few short months has become the face of a new sort of male beauty, the kind that sparks comments, controversies and intense scrutiny,” says the website.

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