It has become such a topic of discussion that it almost overshadows its owner in the fame stakes.
And it seems Kim Kardashian is as interested as everyone else in her best-known feature.
The reality TV personality appeared to be admiring her own ample posterior as she stretched out on the ground during a photoshoot for one of her latest business ventures.
You like what you see? Kim Kardashian appears to admire her famous posterior during her fragrance shoot on The Rachel Zoe Project
She explained her rationale behind the choice when the shoot was featured on a recent episode of The Rachel Zoe Project.
Delivering the goods: Kim gets ready to de-robe for her exciting photoshoot
Looking good: Kim was on her knees for some of the pictures
Larking around: Kim enjoyed having fun with her assistant on set
'You want to unbutton the top two buttons, wear a pretty bra underneath.
'You wear boys' shorts because it is more than underwear but you're not wearing pants, and it's just kind of effortless sexy.'
Her advice certainly seemed to pay off for Kim, 30, as she looked stunning in the ensemble.
Lady in red: The Keeping Up With The Kardashians star looked ready to audition for a Chris de Burgh video
You've got the look: Prince would approve of the stars stylish Dolce & Gabbana gown
The joy of text: Kim could not stop looking at her phone whenever she got the chance
Before the shoot the stylist, who was pregnant at the time, said she was so sure of the look she wanted she could style the four-hour project 'in 10 minutes'.
And later on she said she was relieved it was a short shoot: 'We only have a few hours for today's shoot. Thank God because I am already completely wiped out.'
Bumpy conversation: Kim asks Rachel how she manages to look so trim during pregnancy
The stylist told her that her slender frame was due to the fact that she was constantly working.
Kim said she would probably look like a cow pregnant and Rachel consoled her, telling her that if she continued to work, the weight would stay off.
If the show is anything to go by, it seems that the star is hoping to have children sooner than later with her new husband Kris Humphries.