While there’s hardly more than a freckle to push up, here’s Andrej Pejic rocking knockers in a push-up bra for the Dutch retailer HEMA.

It’s the latest coup in a dizzying couple of years for the Bosnian-Australian model who first shot to fashion fame—or at least curiosity—as the bride in Jean Paul Gaultier’s couture show last year, followed by runway appearances at John Galliano, Raf Simons and Marc Jacobs. More recently he posed with Rick “Zombie Boy” Genest in a campaign for Brazilian label Auslanders.

While not especially fashion-forward, the two images for HEMA are pretty revolutionary. Other gender-bending mannequins—i.e. the actually Dutch Valetijn de Hingh—have been making strides, but this is probably the first time a male model has been cast in a ladies’ lingerie ad. Androgenius!