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Androgynous Lingerie Ads

The Hema Mega Push-Up Bra Campaign Stars Andrej Pejic

— December 16, 2011 — Fashion
The Hema Mega Push-Up Bra ad campaign surprisingly stars the gender-bending supermodel Andrej Pejic. Touted as being a revolutionary piece of lingerie, it actively gives Pejic, who is a man despite his delicately feminine features, some serious cleavage. Imagine what it can do for a woman who is naturally endowed with breasts!

Created by Doom & Dickson, an ad agency based in The Netherlands, the Hema Mega Push-Up Bra ad campaign is not shocking because it uses a male supermodel, it is shocking because of its results. The 20-year-old Australian-raised Pejic has already appeared in male and female campaigns for major fashion houses such as Jean-Paul Gaultier. The Dutch retailer is sure to garner a lot of attention with this campaign.
Trend Themes
1. Gender-bending Advertising - Opportunity for brands to challenge traditional gender roles in advertising by featuring androgynous models.
2. Revolutionary Lingerie - Opportunity for lingerie companies to develop innovative undergarments that provide dramatic results and emphasize body confidence.
3. Controversial Campaigns - Opportunity for brands to generate buzz and provoke conversations by creating unconventional and unexpected advertising campaigns.
Industry Implications
1. Fashion - Fashion brands can embrace diverse representations of beauty and challenge societal norms through their advertising campaigns.
2. Lingerie - Lingerie companies can capitalize on the demand for innovative, body-enhancing undergarments that cater to a wide range of body types.
3. Marketing and Advertising - Marketing agencies can help brands break the mold and create disruptive campaigns that spark conversations and capture audience attention.
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