The male supermodel Andrej Pejic features in a new poster campaign for retail chain HEMA in the Netherlands. Wearing their Mega Push-up Bra underneath dresses and a top, the 20 year old Australian-raised Pejic (who has appeared in male and female campaigns for major fashion houses including Jean-Paul Gaultier) looks very feminine.

The campaign, created by Doom & Dickson, has been hailed as “revolutionary.” HEMA claims that the bra can give a boost of at least two cup sizes and aims to demonstrate that if the bra can give a man an impressive cleavage then it can obviously do wonders for women. Click through to see the posters:

HEMA