Androgynous male model Andrej Pejic stars in new push-up bra ad campaign

Andrej Pejic is quickly becoming one of the most in-demand models for catwalk work -- having walked in runway shows for both Jean-Paul Gaultier and Marc Jacobs -- and now Pejic is the star of a new ad campaign for Dutch retail chain HEMA's new bra. There's just one thing: Pejic is a man.

The ads feature the androgynous, and stunningly beautiful, Pejic supposedly wearing the "Mega Push Up Bra" under two form-fitting dresses. The campaign is being called "controversial" by the U.K.'s Daily Mirror, though the images are far from revealing.

In May, New York-based magazine Dossier Journal was covered with an opaque sleeve at some retailers when it featured Pejic on the cover with his long blond hair in curlers, taking off a shirt. According to The Age, there were concerns that Pejic's breasts might be mistaken for a woman's. Which really just underscores the ridiculous nudity double-standard.

Anyhow, check out the ads. We think Andrej looks lovely.