Our favorite gender-bending model Andrej Pejic has been off of the scene for a while — in 2011 his gorgeous face was everywhere we turned, from magazine covers to the Jean Paul Gaultier Couture runway — but with an appearance on the DKNY catwalk on Sunday and a brand new spring ad campaign, we’re happy to see him back in action. WWD unveiled Pejic’s spring 2014 campaign for German luxury accessories label MCM, entitled “Flower Boys in Paradise.”
The collection consists of kaleidoscopic prints and florals, but aims to achieve a genderless aesthetic, which makes the androgynous Pejic a perfect fit. The breaking of boundaries between what is considered feminine and masculine is apparently a long term goal for the label: MCM owner Sung-Joo Kim told WWD, “The concept of genderless is key not only for this season’s campaign but also in terms of where we want to take the brand in the future as we move away from traditional targets and evolve into a brand representing a true new school of luxury suggesting a new alternative in future lifestyles.”
The fashion industry has faced a lot of criticism in the past year over its lack of diversity and refusal to challenge social norms, but this — along with Barneys New York’s recent campaign to bring awareness to gender stereotypes — we’d say this is a huge step in the right direction.
You can watch the full (and slightly trippy) campaign video below.