High street chain Hema is using a male model to advertise the effectiveness of its new range of cheap and cheerful push-up bras.

Andrej Pejic, who has previously modelled for the likes of Marc Jacobs and Jean-Paul Gaultier, will feature on bus stop shelter posters in a variety outfits – showing a distinct bust.
The 20-year-old Serbian models both male and female clothing and was voted the 98th sexiest woman in the world by the readers of FHM magazine earlier this year.
According to the Daily Mail, Joseph Tenni, at Pejic’s Sydney-based agency, Chadwick’s, called the campaign ‘revolutionary’.
‘I’ve never known a man to do a women’s lingerie campaign before,’ he was quoted as telling fashion blog Frockwriter.