Male model fronts women's lingerie campaign

Dutch department store Hema has cast androgynous male model Andrej Pejic to star in its latest lingerie campaign. The controversial move comes after international designers such as Jean Paul Gaultier and Marc Jacbos chose the 20-year-old

in its womenswear and menswear catwalk shows respectively.

Hema claims its Mega Push-Up Bra can boost a typical bust by '2 cups extra' given that his 'no-cup' chest appears to have been augmented up to a B-cup in the ads.

Though the campaign images were only just released, it has already sparked a huge response.

One twitter user wrote: 'That HEMA campaign is brilliant: Andrej Pejic sporting a push-up bra?! If a man looks good in that bra, it must be good stuff.'

Joseph Tenni, at Mr Pejic's Sydney-based agency, Chadwick's, called the campaign 'revolutionary'.

He told Frockwriter: 'I've never known a man to do a women's lingerie campaign before.'

Describing the campaign as a 'money job', he revealed that the ad was shot in late September.

Image: Hema campaign