I have made my debut at the wonderful website Science Of The Time, where I have written about Andre Pejic and a campaign advertising women’s lingerie:
What it is:
Andrej Pejic, if not quite yet a household name, is definitely well known as a beautiful androgynous model, and for modelling both men’s and women’s clothes. But his most recent campaign, for the Dutch chain HEMA (as Dutch as it can get), has got people talking again. Pejic is modelling push-up bra’s (add 2 cup sizes!) and other pieces of women’s clothing. In the popular British newspaper, The Mirror, Pejic’s agent Joseph Tenni was reported as saying:
“It’s revolutionary. I’ve never known a man to do a womens’ lingerie campaign before”.
This shows two things: first that we are all getting used to the idea of a model crossing the border between ‘men’ and ‘women’, ‘masculine’ ‘feminine’ in these modern metrosexual times. But second, that a man modelling women’s underwear, is maybe one step beyond acceptable. It’s ‘revolutionary’.
Influenced by the work of Mark Simpson, father of metrosexuality (1994) and a keen trend watcher in the areas of fashion, advertising and men’s display of their bodies, I have commented about reactions towards Pejic before. I noticed that while journalists were prepared to call him ‘pretty’ or even a ‘beautiful boy’, they could not fully embrace the idea of male beauty and call Pejic what he is: a beautiful man.
Why It’s Cool:
Now the beautiful Pejic is wearing women’s lingerie and looking better in it than many women do. He is challenging our understanding of what makes a man (or a woman) altogether. The irony being that whilst we find it hard to imagine a man modelling women’s bras, men’s tits are actually getting bigger every day and replacing women’s as a sign of ‘sexiness’.
We are living in what Simpson has called ‘Transexy Times’. And before long the ‘revolutionary’ and very cool Pejic will probably seem normal to everyone.
Campaign by Doom & Dickson