How the trend for a bootylicious behind is fuelling demand for bottom lifts, padded panties and cosmeticsIt’s official: A wave of rear-end appreciation is gripping the U.S.
And this time, ladies, the focus is firmly on big butts.
The quest for the perfect posterior is no stranger to a woman’s life. But while Kate Middleton and THAT derriere did well to win praise for pertness, America’s bootylicious ladies are leading the way in the curvaceous behind.
You've got junk in your trunk: Rapper Nicki Minaj, left. has a perky butt par excellence, but Kim Kardashian's was voted best in the world last year
Minaj's ass-ett has come in for harsh criticism though, with many speculating that the lyricist has had multiple injections and even surgery to plump her rear end.
Then, there’s Kim Kardashian and the other Great Altered Butt Debate.
Sparked by a row over rumours that the star of Keeping Up With the Kardashians' bottom had undergone implant surgery, Ms Kardashian marched to hospital and had an X-Ray to prove that her posterior is, in fact, 100 per cent her's and her's alone.
Bootylicious: Beyonce Knowles, left, knows how to shake her sizeable thang, while Jennifer Lopez's booty is credited with starting the padded panties craze
'Jennifer Lopez kicked off the trend for padded panties but Kim Kardashian has definitely helped the industry'
Likewise, Pippa Middleton is prone to a morning jog in Chelsea.
But for some, the allure of a perfect rear means risking surgery instead of hitting the treadmill.
Mob Wives star Renee Graziano famously went under the knife, spending $30,000 on her derriere after 'always wanting more junk in the trunk.'
That ass: Pippa Middleton's rear-end came in for admiration, but it's all about the big butted beauties and leading the way is Kim Kardashian
Unsurprisingly, many body contouring techniques focus on the rear, using lyposuction, cryolypo and laser fat removal to augment the booty zone.
Off the shelf: $99 will get you a complete bum boosting system - popular with men as well as ladies
Potions aside, derriere appreciation has spread into fashion, too, where a rise of the peplum sees admiring eyes drawn to the hips and rear.
Designed to create the illusion of fuller hips and a protruding bottom, peplums are having their moment in the sun with designers from Stella McCartney to Victoria Beckham playing with the ruffle of extra fabric.
Last popular in the 1980s, peplums have been spotted gracing Liv Tyler, Beyonce, Emma Stone and Emma Watson in recent months.
Passion killer: Functional as padded panties may be, a real bottom in the flesh is surely a more attractive prospect
Jessica Anzer, CEO of Feel Foxy, online padded panties retailer, told MailOnline that she has seen a rise in sales. 'From January to May this year, sales have been way more than they have been in recent years,' and, while 'J-Lo kicked off the trend, Kim Kardashian has definitely helped the industry.'
Hip boosters, Brazilian and waist-cincher styles are all available – giving nonsurgical help of the purely cosmetic variety.
J-Lo has a lot to answer for.