Everyone’s favorite androgynous male model Andrej Pejic has landed his first major beauty campaign — but instead of hocking a lipstick or a line of cream blush, he’ll be the spokesman for a new Jean Paul Gaultier fragrance.
Women’s Wear Daily reports that Pejic, who has inspired envy and admiration for his ability to advertise men’s outerwear and women’s push-up bras, will be the face of Jean Paul Gaultier‘s cologne Kokorico. Gaultier actually released the fragrance last year with a campaign starring noted male model (and accomplished flamenco dancer) Jon Kortajarena, but it wasn’t nearly as commercially successful as his hit men’s fragrance Le Male. Gaultier’s publicists won’t comment on their decision to drop one male model in favor of another one, but it is known that they shot Pejic’s campaign in Paris with photographer Matthew Stone just last week.
Still, the shift from manly man Kortajarena to the gender bending Pejic has people questioning whether the scent will still be marketed as a men’s fragrance or as unisex cologne. After all, Pejic got famous for his ability to speak to clients of both genders. Will Gaultier use Pejic to make some sort of social statement about gender equality, or is he just trying to make more money? Or is it that any campaign featuring virtually any model would be a better way of selling the scent than, well, this?