If you, like us, love a music video, you may have recently noticed the importance of the super-bum. As equally fabulously pert as it is extensive, the super bum stars in both Nicki Minaj's and Jennifer Lopez's new music videos. JLo - the original doyenne of derriere - famously insured her bottom for millions, while new booty on the block Nikki Minaj offers a new bum icon for the younger generation. One thing is clear - where a big bum was once something to hide under a loose fitting tunic or a well-placed jumper around the waist, it has now taken its rightful place - centre stage with women across the world keen to flaunt their rear assets.
While it can be inappropriate to reveal a busty bosom, a large bum - as long as it is well covered - is perfectly acceptable in nearly every social situation. Trading on their ample bottoms, Nikki, JLo and Kim Kardashian all manage to flatter their shape to create a sexy but no slutty image.
Both Kim and Jennifer favour bandage style body con dresses that follow the contours of their extraordinary figures.
Rather than trying to disguise their curves, both draw attention to their shape. One tactic that both JLo and Kim use to maximise their posterior potential is the selection of high waisted, wide leg trousers. To the uninitiated this may seem like the worst idea ever - as the high waist and ample fabric manages to make a big bum look even bigger - but through the eyes of the super-bum connoisseur nothing could be more attractive.
For women who have been raised to be ashamed of an excessive ass it does take some time to adjust your perspective - the super bum is a world away from the neat 'Sloggi' shape to which we had aspired. But anything that allows us to be proud of our shape AND eat a couple more biscuits is just fine by us.