Male model Andrej Pejic for bra campaign

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To promote it’s push-up bras, the dutch department store HEMA have choosen the androgynous male supermodel Andrej Pejic to be the face of their new lingerie campaign. The campaign became a huge success within hours and the news has made its round through international press with the speed of light.

Andrej Pejic is celebrated as a superstar model in the fashion scene, still the campaign is brilliant as it is nothing more then, well, just a normal bra ad. While in the fashion world the influence of androgynous styles and gender ambiguity is totally en vogue, the average consumer might still find it a little unusual.

“It’s revolutionary” Pejic’s agent Chadwick’s Joseph Tenni told frockwriter. “I’ve never known a man to do a women’s lingerie campaign before”. Of course the message is clear: even men can wear HEMA’s push-up bras.

Do we see here the mainstreaming of queer and androgynous role models into a lifestyle (the average HEMA consumer is rather traditional) or just a successful ad campaign that even in 2011 finds a way to provoke by using gender issues?

This article was earlier published on Beyond Berlin.

Join the Non Toxic Revolution!

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Choose to revolt! Join the NON TOXIC REVOLUTION!

With all the awareness for health and environment and after years of cradle-to-cradle hype I wonder why the topic of toxics is still so small among consumers. This wonderful and provoking campaign by the NGO Keep A Breast just launched in Berlin.The artwork is done by the renown street-artist Stepard Fairey aka Obey the Giant, also known for his genius “HOPE” poster for the Obama Campaign.

The posters already hang in the Berlin streets, at least here in Kreuzberg. On the 5th of July 2012 Strychin Galerie in Berlin-Friedrichshain holds a vernissage where the motives will be sold. Next to that, also the Berlin artists Patrick O’Dell, Seymour, Mimi S., Harry Brack, Christian Rotenhagen, Luisa Catucci and Pisa73 show their interpretations of the images by Fairey. So for those who still find time between all the other events taking place during Berlin Fashion Week, check it out!

One big minus point of the campaign: they forgot the clothing! Would that be because Fairey runs is own, non-organic clothing line Obey Clothing?

See more of the posters at Kalinkakalinka.

This article was earlier published on Beyond Berlin.