More recently and controversially, Pejic modeled a push-up bra for the Dutch retail chain HEMA. He was also named one of FHM Magazine's 100 Sexiest Women in the World in 2011.
This lasered Eva Herzigova, a model clad in a black push-up bra, on London's Battersea power station and plastered her across roadside billboards and bus shelters, photographed life-sized against the backdrop of the local street.