What to Read Next

Male model Andrej Pejic models push-up bra in HEMA advertising campaign

Nadine Bells
Shine from Yahoo! Canada
December 16, 2011

Andrej Pejic, 20, is the androgynous darling of the modeling world. The blond Australian male model has made his career modeling both men’s and women’s fashions on major runways around the world.

And now Pejic is the face — and body — of the Dutch-designed HEMA bra.

See the campaign here.

Sure, the bra’s an engineering marvel — giving Pejic’s flat chest the cleavage many of us ask Santa for this time of the year. That's if by “engineering marvel” you mean “super-stuffed.”

The curves were “not achieved with any tricks, explains Judy Op Het Veld, HEMA’s manager of corporate communications. Rather, the department store’s 20€ mega push-up bras have ‘pillows’ in each cup to add volume. They are, in a word, falsies,” the Toronto Star reported.

The response has been mixed, with consumers and fashion insiders calling the campaign everything from “cheeky,” “silly” and “innovative” to dismissing the campaign as gimmicky and the bra as just “a pair of falsies.”

[See also: New photoshop detector shows where images have been altered]

In Amsterdam, many don’t even recognize that the model in the bra isn’t female. (The name Andrej doesn’t give him away.) And those made aware by Grazia Fashion were more amused than anything else by the boy-in-bra ads.

“Sometimes I think we are too serious especially here in North America,” Vasilia Panagakos, owner of Toronto’s Avec Plaisir lingerie boutiques told the Toronto Star.

“I think European women have more of a sense of humour about their bodies. I think they’d have a chuckle. In North America, a campaign like that might not work. If you did go down that road you’d have to explain it more — then the joke would be lost.”

Slate gives HEMA the benefit of the doubt, assuming their campaign was part joke (The bra works too well?) and part subversive advertising, challenging the provocative images of semi-naked women we’re almost desensitized to:

“Perhaps I’m giving HEMA too much credit, but it seems like they’re deliberately playing with that male audience, taunting potential oglers: Ogle this, but then don’t get mad when you figure out exactly who you’re lusting over,” Slate’s Julia Felsenthal writes.

Would a man in a bra convince you to boost your cleavage with HEMA?

More from Shine on Yahoo! Canada

Jimmy Choo bag has horrible elements

H&M models are computer-generated

Wonderfully ugly holiday sweaters

Heartburn During Pregnancy

Dealing With Pregnancy is Hard Enough. Getting Heartburn While Pregnant is a Pain. Learn What Causes Heartburn During Pregnancy.

Are Banks Are Worried Homeowners Will Do This?

Homeowners are surprised and furious. If you owe less than $625,000 on your home, you better read this.

This Home Security Works Even When the Power Fails

Some security systems shut down when your power fails. Not this one. See how SimpliSafe keeps your home secure during outages.

How Older Men Tighten Their Skin

Men, reduce the look of wrinkles, sagging skin and fine lines with this affordable and effective skin tightening treatment without leaving your home.

Starwood Credit Card

Earn 25,000 Bonus Starpoints®! Use toward Award Nights or Flights.

Your second chance to enroll in Medicare & Medigap

Never heard of the Medicre General Enrollment Period? Read this to find out how it could benefit you.

Trouble Understanding Your Teen?

Raising teenagers can be a challenge. Learn why teens do what they do in our teen email series.

Compare rates. Save big.

We compare rates with those of our competitors, so you don't have to.

VA Mortgage Rates In 2016

VA Rates as Low as 2.75% (3.028% APR) 15 Year Fixed. Exclusive For Veteran & Military Takes 1 Min!

Insane Navy Seal Flashlight, should it be banned?

The Military has recently released technology that is now available to the public. Get yours before they run out - Limited Supply!

Missed Open Enrollment? You can still buy Medigap!

The Medicare Open Enrollment Period isn't the only time to buy Medigap coverage. You can actually buy at any time of the year.

Is your insurance comp Laughing Behind Your Back?

New Studies Show that if you drive less than 55 miles a day you can save a ton on auto insurance.

Banks Are Worried Homeowners Will Do This.

Homeowners are surprised and furious. If you owe less than $625,000 on your home, you better read this.

“It works. Officers were at my home in minutes."

Built by the leading engineers in the country with revolutionary wireless technology... Engineered to make your home feel like a fortress...