[frockwriter]: Andrejmania

holly blake for michael wolff

Are you ready for the seven days of Andrej? In his first visit back home downunder since his already burgeoning media profile went into overdrive, thanks to several rather groundbreaking turns on Jean Paul Gaultier’s runways in Paris in January, Serbian Australian modelling superstar Andrej Pejic touched down in Melbourne this morning for what frockwriter understands is a very busy week. We hear today is in fact his only free day. Pejic is in town for Thursday night’s big unveiling of the revamped Bourke Street, Melbourne flagship of Australian department store Myer. In and around that event, one rehearsal, one in-store photocall on Wednesday at 11.45am – not exactly a press conference, but the next best thing – and at least two photoshoots have been squeezed. One of the photoshoots is for an Australian eveningwear label – a womens eveningwear label, just to clarify. And Pejic will of course be catching up with his family, who were first profiled on Seven Network’s Sunday Night program on February 13th.

Joining Pejic on the red carpet on Thursday will be his charming mother Jadranka, who has been outfitted for the occasion by designer Jane Lamerton. We attended last week’s fittings for Jadranka’s custom-made dress and took a few shots:

Pejic himself will reportedly be wearing a mashup of Arthur Galan and Yeojin Bae.

It’s unclear at this stage whether their red carpet sortie will be the only appearance that the Pejics make at the event.

Since we last covered Pejic’s skyrocketing career, after the Fall/Winter 2011/2012 show season, during which he walked for twelve different designers - half in menswear and half in womenswear - Pejic has been working flat out and the global publicity has not stopped. Little wonder he is edging closer to the world Top 10 of models.com’s Top 50 Men list, having just moved into the number 11 spot.

Notable jobs have included two magazine covers (Zeit Magazin and Photo), a photoshoot for Dazed & Confused and at least three videos: for Dossier Journal, Crash magazine and emerging talent website The Ones 2 Watch.

Just how to leverage this unprecedented interest into serious earnings... that’s the $64million question.

A big bucks Myer campaign? Too edgy for a mainstream retailer with a very conservative advertising image, say our sources – in spite of the fact that Myer is so keen to associate itself with Pejic this week.

Beauty contracts are where the big money lies in modelling. You have to wonder just how long it will be before a major name snaps Pejic up. Jean Paul Gaultier perhaps, for one of his fragrances?

So far, two small Australian companies have been the only beauty advertisers to step up to the Pejic plate. The Fudge hair product brand and, most recently, Sydney hair stylist Michael Wolff.

Wolff's ad, shot by Sydney photographer Holly Blake, featured in a recent edition of Harpers Bazaar Australia:

Wolff told frockwriter:

“I was looking and casting girls and I couldn’t really find the girl. The reference I was using was the story that Andrej did in French Vogue. And Holly Blake said ‘You know this guy is Australian don't you?' We spent a day with him, back in December, he was on his way to Paris. Whilst he was here, I coloured and cut his hair and the next day I shot with him. I have a good friend called Christopher Esber and I borrowed a shirt, a double shirt with cotton and rubber over the top. That was the hero shot I used for the ad.

”At the end of the day, I loved Andrej’s look so much, the whole androgynous thing… it elevated the whole image of the salon. It’s kind of like stepping into the moment. Does it matter if it’s a man or a woman? So many guys have long hair. People appreciate beautiful people. To me Andrej had the most perfect face.

”It’s what’s now. This is what’s happening now. I see lots of young people walking around and I think they’re quite androgynous. It’s not about sexuality, about being gay or straight. There’s a whole new thing going on now, so having the opportunity to shoot Andrej was very cool”.

Here are some hitherto unseen outtakes from the Michael Wolff shoot, which we just couldn't resist turning into a little flash animation....