# Androgynous Lingerie Ads The Hema Mega Push-Up Bra Campaign Stars Andrej Pejic By Meghan Young | Published 2011-12-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hema-mega-push-up-bra References: [psfk](http://www.psfk.com/2011/12/dutch-retailer-selects-androgynous-male-model-to-demonstrate-the-success-of-their-push-up-bra-pics.html) & [doomanddickson.nl](http://www.doomanddickson.nl) The Hema Mega Push-Up Bra ad campaign surprisingly stars the gender-bending supermodel Andrej Pejic. Touted as being a revolutionary piece of [lingerie](https://www.trendhunter.com/trends/zhilyova), 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](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) for major fashion houses such as Jean-Paul Gaultier. The Dutch retailer is sure to garner a lot of attention with this campaign. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 87% | Activity: 93% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What Makes This Trend Stand Out - **Gender-bending Advertising:** Opportunity for brands to challenge traditional gender roles in advertising by featuring androgynous models. - **Revolutionary Lingerie:** Opportunity for lingerie companies to develop innovative undergarments that provide dramatic results and emphasize body confidence. - **Controversial Campaigns:** Opportunity for brands to generate buzz and provoke conversations by creating unconventional and unexpected advertising campaigns. ### Sectors Adopting This - **Fashion:** Fashion brands can embrace diverse representations of beauty and challenge societal norms through their advertising campaigns. - **Lingerie:** Lingerie companies can capitalize on the demand for innovative, body-enhancing undergarments that cater to a wide range of body types. - **Marketing and Advertising:** Marketing agencies can help brands break the mold and create disruptive campaigns that spark conversations and capture audience attention. ## Related on Trend Hunter - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Faux-Piercing Push-Up Garments](https://www.trendhunter.com/trends/nipple-pushup-bra.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Liberating Lingerie Collections](https://www.trendhunter.com/trends/zhilyova.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Influencer-Backed Valentine's Day Collections](https://www.trendhunter.com/trends/bobbi-althoff.md)