Beth Granter

Freelance digital consultant for charities

PR #fail: FHM lists androgynous Marxist male model Andrej Pejic as 98th sexiest woman, refers to him as a ‘thing’, then deletes the article

FHM have deleted the original page with this article on and it’s not even in Google’s cache, but here’s the screenshot (via mediaite). FHM have now apologised in a non-transparent way which doesn’t reference what the original article did wrong. What it did wrong, was call Andrej a ‘thing’, challenge his sexual identity, and refer to him as ‘troubling’, amongst other things. Generally being transphobic, sexist and homophobic all at once. In addition, by simply deleting the original offending article and producing a very vague and non-committal apology, this only provokes the blogosphere to seek out the original article and to shout louder about what FHM did wrong. A proper response which addresses people’s specific concerns about WHY the article is offensive, should have been forthcoming. If I was advising FHM on its PR policy, I’d get that written up pretty quick.

Screenshot of deleted FHM listing of androgynous Marxist male model Andrej Pejic as 98th sexiest woman (refered to by FHM as a 'thing')


Makeupida Modelo Andrej Pejic

Full text reads:

“Did you spot it? The missing ‘s’ in the ‘he’? Or perhaps the Adam’s apple was a giveaway? Don’t worry if you weren’t quick enough at playing detective, you are not alone. Andrej has been confusing the male gender since he was 14, but also admits most men still buy him a drink, despite the shock. The professional crossdresser most likely fooled his modeling agency as well and admitted to not being sure whether the agent knew he was really a dude when he approached him.

Although his sexual identity is ambiguous, designers are hailing him as the next big thing. We think ‘thing’ is quite accurate. Tall, skinny and flat-chested. Andrej is considered in couture circles as the “perfect coat-hanger” for high fashion garments, moving the industry on from hot girls who look dangerously boyish to just boys who look like girls. Having managed to get away with it in campaigns for Marc Jacobs and Jean Paul Gaultier, the blonde gender-bender has jumped the gun in hoping he might one day be signed as a Victoria’s Secret Model (Pass the sick bucket). Well, he might have a hard time keeping it a secret then.

More troubling is the fact that Andrej is not the only one when it comes to supermodels that are not all they seem. The current face of Givenchy and “lady” locking lips with Kate Moss on the cover of Love magazine is transgender Lea T, who began life as Leandro. One fashion trend we won’t be following.”

Nice one FHM readers for voting Andrej in, and to be honest I’m not at all surprised at FHM’s transphobic, sexist, homophobic article.

I was pleased to read that Andrej is a Marxist though. Good work comrade.


3 responses to “PR #fail: FHM lists androgynous Marxist male model Andrej Pejic as 98th sexiest woman, refers to him as a ‘thing’, then deletes the article”

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