Thursday, December 29, 2011

Dutchliving: Of Push-up Bras and Male models

Dutch department store Hema has a rather interesting new push-up bra advertising campaign that has not only stirred up a hornet’s nest of controversy but is likely to generate interest in a brassiere that may have actually passed unnoticed. The lastest Hema adverts use an androgynous Bosnian-born Australian male model Andrej Pejic to advertise the push-up bra. Aside from the somewhat disturbing fact that the male model looks alot better than many females in female clothing, Hema has opted for this route possibly to get everyone talking. Indeed it appears that Hema has succeded. The launch of the campaign a few weeks ago had Hema trending on Twitter worldwide and it was not long before the story was picked up by international media outlets.

An advert I ran into showing Hema's new push-bra modelled by Andrej Pejic
After hearing about the push-bra controversy via Twitter, I was excited to see a Hema billboard advertising the bra outside my local supermarket.

I love the way the Hema ads have “Andrej Pejic voor Hema (Andrej Pejic  for Hema)” at the bottom right-hand corner just in case one was blissfully unawares that the model was a male. Whether Hema is aiming to challenge social norms and sell bras or just primarily to sell bras still remains to be seen. However, it does appear they are succeeding on both fronts.

8 comments:

LadyNgo said...

what?!? i refuse to believe thats a man lol

Madame Sting said...

That looks like a female to me.

Abena Serwaa said...

@LadyNgo and @Madame Sting He looks very much like a female to me too! I think its a combination of him being transgendered as well as some photoshop or ambient lighting doing the trick!

Ginger said...

Now the phrase 'beautiful man' makes absolute sense.

Abena Serwaa said...

@Ginger....indeed! Well said

Abena Serwaa said...
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Abena Serwaa said...
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sanchita4 said...

It great,
I really like it!
Push up bra