The world of fashion had definitely based most of its successes on ambiguity and venture, indeed even today in this world is difficult to define the limits of the experimentations.
Once shorten the skirts to the minimum, showed a lot of cleavage and added some centimeters to heels and wedges, in order to get themselves talked about, modern fashion designers have chosen to use, in addiction to risky creations, even counter- counter choices for what concerns the male and female models for their runways.
After the skinny female models used by Patrizia Pepe and celebrated as a negative example by Oliviero Toscani, now its time for the androgynous models: on the fashion red carpets, now the most acclaimed figure is the model Andrej Pejic who have got himself talked about for having put himself in somebody elses shoes; indeed Andrej, despite was born man, is famous for its catwalks and photo sessions made dressed in total feminine look, fact that shows up his physical androgynous features.
Born in 1991 in Tuzla, Bosnia-Herzegovina, from Serb mother and Croatian father, he grows up in Melbourne, where his family seek refuge from the war in the 90es, Andrej started his career as a model when he was 17 and since then he made his own way in the fashion field. Recently his notoriety comes from its lasts work engagements: in January 2011 he walked on Paris runaway both as a man and as a woman for Jean – Paul Gaultier and wearing male clothes for Marc Jacobs.
No tricks, wigs or cosmetic surgery for him: Andrej Pejic, since he was born, he has been living with a body that, despite very thin and tall, has completely mens features and, on the other hand, a face that seems to be drawn by an artists pen, as its absolutely feminine, and delicate in the shape; some make up then, and long and light-blonde hair are sufficient to make this guy looks like a female model.
2011 was the year of his launch in international tabloids; in May 2011 indeed he was on the cover of the New York magazine Dossier Journal, photographed while he is taking off a shirt ( a mans shirt) with many hair roller on the head and in another photo session for Lovecat Magazine he was dressed as the legendary Marilyn Monroe. I chose to abandon my sexual gender in order to interpret my body as an artistic expression said Andrej talking about himself; he was really young, he stopped dressing and behaving like a boy, and started to care about his body as it was a womans body.
Right after this life choice, the model became an instrument- more versatile than ever- for fashion houses; its no accident that in 2011 Pejic tried his hand at the world of cosmetics and perfumes, becoming testimonial of Kokorico, Jean Paul Gaultiers perfume that was created from the tandem collaboration Olivier Cresp- Annick Menardo, who have wisely mixed sweet and feminine fragrances (cacao, fig leaves, fruits of the forest) to create a definitely feminine perfume.
The marketing campaign will be made by Matthew Stone, and is expected to be as ambiguous as the one realized by Andrej for the Dutch department stores Hema, in which the Serbian model promoted a push- up while the slogan asked the provoking question: If it works with a man, why shouldnt it work on a flat-chested woman?
Article written by Serena Rigato