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.

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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.

ECONOMIST: Star turn

Who else can wear a T-bone steak as a dress or show up at a baseball game in nothing but a bra and knickers?

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But it was at a function with her husband that she came up with the idea that transformed her life - the Ultimo bra, which puts special emphasis on comfort.

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