How one androgynous male model is turning gender themes upside down.
It seems Aussie model Andrej Pejic is once again having another laugh at the establishment after Dutch department store Hema used the controversial model for its latest in house lingerie ad- the push up bra. Wait a second you’re wondering, using a man to advertise bras? Does that make sense? It seems so and then some…
vine.com.au: To the mainstream world – which is just opening its eyes to the phenomenon that is Andrej Pejic – the campaign does, however, stand for something entirely different. Here we have a model, who simply has to pose in a fashion shoot to ignite a debate. If he’s selling men’s suits, he’s challenging society’s idea of masculinity. If he’s selling women’s dresses, he’s challenging society’s idea of masculinity… and femininity. So when he puts on a dress and sells bras to Dutch women, it goes beyond anything your normal completely un-fashion-minded person can even comprehend.
Then again perhaps that’s the point of the overall direction of fashion and Pejic just happens to be the perfect and albeit pliable poster boy that the fashion world has been able to use to ignite much needed talk about its wares. Gone are the days of talking about the comfort or desirability of certain brands or looks, the omnipresent presence of some uber celebrity (aren’t they all tainted anyway and over exposed anyway?) what the fashion world has realized is gaining market share for one’s brand comes down to creating some degree of controversy and challenging perceived notions of what works or to be succinct what anything can be assumed to represent.
This in itself is slowly becoming the lynch pin to captivating brand development, attaching a controversial idea to mundane articles such as push up bras- after all, as most marketers will tell you, buying goods and services is rarely about the thing itself but what it represents in the eye of the beholder and conversely what it represents to the peers they are trying to impress.