Models Direct favourite Andrej Pejic has achieved a first in the modelling industry – he’s just bagged a modelling job for lingerie.

Dutch department store Hema has chosen the 20-year-old androgynous male model to front a campaign for the ‘Mega Push-Up Bra’ – a bra that promises to ‘add two cup sizes’, even if your chest is a flat as a man’s it seems.

Pejic’s modelling agent, Joseph Tenni, told Frockwriter: “It’s revolutionary. I’ve never known a man to do a women’s lingerie campaign before.”

The controversial ads, which see ultra-feminine Pejic in two curve-hugging women’s dresses, and another in a tight sweater, have sent shock waves across the industry. But while some love the ads, others are unsure, even the super-liberal Dutch.

Modelling site Modelinia Tweeted: “We’re all for pushing boundaries but this has gone a little too far – Andrej Pejic models a women’s underwear campaign”

Other Tweets from the public read: “That HEMA campaign is brilliant: Andrej Pejic sporting a push-up bra?!”

“If a man looks good in that bra, it must be good stuff.”

“Andrej Pejic is the prettiest man woman known to man.”

Models Direct wants to know your thoughts – is this a clever PR move to get people talking about the product or have Hema gone too far in pushing boundaries?