HEMA uses man to promote push-up bra

Yes, you read the title correctly. The woman in the HEMA ad is definitely not a woman. It’s a man. You don’t believe me? Google ‘Andrej Pejic’ and find out that this lovely woman is a man. I don’t even know if I should write ‘he’ or ‘she’, because when looking at the ad you would swear he is female.

The HEMA push-up bra certainly does what it promises. It caused a lot of controversy in The Netherlands, because a lot of people really thought the model in the advertisement was female. Me included. But that’s pretty normal, because you don’t suspect a bra to be promoted by a man.

I honestly don’t know what to think about this advertisement. The bra does what it is supposed to do, since it can even give a man cleavage. HEMA gained a lot of publicity by using Andrej, so that is also good promotion for them. But in my opinion, a bra is for women which means it should be worn by a female model in the advertisement. It’s a great stunt, but I hope that next time bra’s will once again be promoted by female models, because that is the target audience.