The 20 year-old, who has quickly garnered a loyal following overseas, stars in the latest lingerie campaign for Dutch chain store HEMA, modelling a bra that supposedly promises to double the average cup size.
It's a smart marketing move by the brand, says fashionsta.com, who explains, "If it looks this good on Pejic, just imagine what the bra could do for women with actual, you know, breasts."
The campaign is reportedly already trending on Twitter in the Netherlands, with one user summing up why using a male model for a lingerie campaign actually works: "(The) HEMA campaign is brilliant: Andrej Pejic sporting a push-up bra?! If a man looks good in that bra, it must be good stuff."
Pejic’s Sydney agent, Chadwick's Joseph Tenni, told Frockwriter.com the ad was revolutionary, adding, "I've never known a man to do a womens’ lingerie campaign before."
Pejic, who has said in the past that he "doesn’t really have(a) sort of strong gender identity," has been the target of gender-based criticism this year, with US FHM horrifying its readership by writing, "Pejic jumped the gun in hoping he might one day be signed as a Victoria's Secret Model (pass the sick bucket)."
But Pejic acknowledges that his ability to model women’s clothing is unique in the industry. "I identify as what I am," explained Pejic. "The fact that people are using it for creative or marketing purposes, it's just kind of like having a skill and using it to earn money."