Andrej Pejic push up bra ad campaign.jpg

Androgynous male model Andrej Pejic is once again making headlines around the world after appearing in an ad campaign to promote push-up bras. The Bosnian-born, Australian-raised model once claimed that he hoped to model for Victoria's Secret one day. Now it seems he is one step further to achieving this dream after being cast by Dutch retailer Hema to model their women's lingerie line.

Hema secured Pejic to promote its Mega Push-Up Bra which he wears underneath a black dress and red dress throughout the advertising campaign. Of course it's not the first time that Pejic has hit the headlines.

He sparked controversy earlier this year after appearing on the catwalk in bridalwear for Jean-Paul Gaultier. He then made FHM's Sexiest Women of 2011 list in which the men's magazine found itself in hot water by adding the subheading, "Pass the sick bucket." Completely unnecessary but then it may be argued that so was Pejic's inclusion in the list.

What do you think of Pejic's latest campaign for Hema? Do you think it is ground-breaking or does it send the wrong message to consumers? We'd love to hear your thoughts below...

[via Frockwriter]