Male Model Andrej Pejic

Male Model Andrej Pejic

Male model Andrej Pejic has fronted a campaign for Dutch retailer Hema's "Mega Push-Up Bra," with the images released generating a huge buzz online.The androgynous model has been one of 2011's biggest fashion stars, having closed Jean Paul Gaultier's womenswear haute couture show in Paris wearing a bridal gown and appearing as Marilyn Monroe in a short film for Love Cat magazine.

Pejic's latest campaign breaks the custom for busty women starring in lingerie campaigns, and the two images where he models the bra under two different dresses caused an immediate stir after being released December 13, with the topic trending on Twitter only hours after the adverts emerged.

Hema's "Mega Push-Up Bra" promises to increase bra size by two cups, and it appears the method of employing a man to promote it could pay off."If a man looks good in that bra, it must be good stuff," wrote one Twitter user.Frockwriter reports that the campaign was shot in Amsterdam back in September, and quotes the Australian model's Sydney agent as hailing the shoot as "revolutionary," although cynics could cite it as gimmicky.

In another underwear promotional stunt, universal push-up bra brand Wonderbra introduced its Ultimate Plunge bra to Londoners last week by projecting a picture of their latest model Adriana Cernanova onto the side of the city's Battersea Power Station.