Male model in HEMA bra ads
Department store chain Hema has caused a commotion by hiring male model Andrej Pejic to pose for its new ad campaign for bras.
Previously, Andrej Pejic posed in both male and female roles in the campaigns of various fashion houses.
HEMA said it wanted to find an original way of focussing attention on its latest mega push-up bra.
The department store chain created an ad campaign featuring Andrej Pejic to prove that women could easily add two cup sizes by wearing its new bra.
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