Male Model Stars in Bra Ads

The "woman" modeling a push-up bra for Dutch department store Hema is actually a man: androgynous model Andrej Pejic. Pejic, 20, is a good choice if you want to boast how effective your "mega" push-up bras are, considering he has no breasts to speak of. The gender-bending model—who does model menswear, too—was also featured in a wedding dress in a Gaultier show this year, AFP notes.

"Pejic looks very pretty in the pictures," writes Alex Rees in New York, but is this truly a good message to send to young women, who are already pushed to be super-skinny? The campaign, Rees concludes, "seems certain to foster a new round of opinion pieces about how lazy (and often, gay male) fashion designers only want to design women's clothing for boy-ish frames." Click for more on Pejic. (More Andrej Pejic stories.)