With cascading blond locks and a lithe form that’d make Kate Moss jealous, Andrej Pejic has walked for top designers in both men and women’s clothing. Now the Serbian beauty is appearing in a series of ads for Dutch department store Hema’s new Mega push-up bra as Queerty reports.. The media is abuzz with the controversy this is causing in the usually progressive Netherlands, but we really don’t see the big deal.

Boyish girls have been used to sell women’s clothing since before Twiggy was a mere sprout and gender-benders like Amanda Lepore, RuPaul and Carmen Carrera have popped up in fashion spreads for more than a decade. The only question that matters is does Pejic look good in the adverts—and clearly he does.