The fashion world likes to push boundaries and challenge popular perceptions, which is part of the reason we love it so much. The beautiful Andrej Pejic has now made history by becoming the first male model to front a lingerie campaign.

Dutch department store Hema cast striking Pejic in the advertisements, which features him wearing low-cut dresses while promoting the new push-up bra. Joseph Tenni, Pejic’s Sydney agent, called the campaign “revolutionary” and we certainly couldn’t agree more. The images have most definitely got the media talking, although are very tasteful and Pejic looks as delicate and feminine as any woman in them.

Pejic is obviously comfortable to dress in women’s clothing and although is not transgender, is often classified as part of the new gender defying trend in fashion (which includes Lea T, the Brazilian transxual model). In the past he has worked for Jean Paul Gaultier and Marc Jacobs.