Though the campaign images were only released several hours ago, the move sparked a huge response, and is trending on Twitter in the Netherlands.
One user wrote: “That HEMA campaign is brilliant: Andrej Pejic sporting a push-up bra?! If a man looks good in that bra, it must be good stuff.”
Another added: “Super BIG UP to Dutch department store HEMA for doing a push up bra campagne [sic] with Adrej Pejic!”
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 said.
Describing the campaign as a “money job”, he revealed that the ad was shot in late September.
Pejic tweeted that he was happy with the shoot.
“Did I ever think I had enough booty to advertise a push-up bra? No. But am I working it or what??” the Bosnia-born Australian – a runway favorite of Jean Paul Gaultier and Marc Jacobs – said.
