Model (man) of the moment: Andrej Pejic lands another magazine cover

Model (man) of the moment: Andrej Pejic lands another magazine cover

It”s a merry Christmas for Andrej Pejic.

The male model has landed yet another magazine shoot, dressed as a woman again and looking every inch the cover girl.

The Serbian-born blonde, wearing a ruffle nude dress, was hailed “model of the moment” by Fashion Canada.

Andrej Pejic

Manning up: Andrej Pejic is the ultimate cover girl on the cover of Fashion Canada

And it seems the fashion industry agree as 2011 has been Andrej”s year.

The 20-year-old is so in demand, he was even chosen to model for a lingerie campaign.

Pejic”s lack of cleavage did nothing to hinder his appeal and starred in an poster for Dutch department store Hema – advertising a push-up bra.

Hema Andrej Pejic

Pejic”s lack of cleavage did nothing to hinder his appeal as he starred in Hema”s lingerie campaign

The Pejic effect is a term coined by the industry to describe men who wear cosmetics

The Pejic effect is a term coined by the industry to describe men who wear cosmetics

So popular is the model, an “industry term” has been invented using his name.

The” Andrej Pejic effect” refers to men who use make-up, after the androgynous supermodel who openly discusses his use of cosmetics.

But it”s not all fun and games for Pejic, who admits he has to work hard to maintain a woman”s figure.

He told Grazia magazine: “To do womenswear Ihave to be disciplined. My waist has gone from 29 to 25 inches, my hipsare 35 inches.”

Either way, judging by his raging success this year, 2012 is set to be his biggest year yet.