Hema: Male Model

A true wonder bra.

Published on Dec 13, 2011

Editor's Pick

The model may be a beauty, but he doesn't generally wear bras. That's right, he. Dutch department store Hema brilliantly used supermodel Andrej Pejic -- an androgynous bombshell who models both male and female fashion -- to sell the unlikeliest item: a push-up bra. It's a smart move, since Pejic, who definitely is lacking in the chest area, seems to have added some ample assets because of the bra. The message clearly is: If it can do that to a guy's chest, what can it do to yours?

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Dec 13, 2011
HEMA Rosa Arents, Caroline van Turennout

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