A prominent and well-rounded behind is a look we’ve seen Hollywood stars Kim Kardashian and Jennifer Lopez popularise in the US, but since Pippa Middleton’s transition into a fully fledged socialite, she too has propelled the desire for more junk in the trunk in the UK!

So much so, in fact, that Debenhams has reported a huge spark in sales of their Invisible Shaping Bum Boosters as more and more women suffer from Pippa ‘bum envy’ – a strong desire to look like the Duchess of Cambridge’s sister from behind.

“Slim women are looking for a helping-hand to put curves in all of the right places,” said Debenhams spokeswoman Michelle Dowdall. “When the bottom has dropped out of their world, they’re turning to bum-boosting pants for the answer.

“Widely publicised photographs of Pippa’s shapely behind have made bum envy a part of everyday conversation for women all over the UK. She has set the standard for how a perfect rear should appear.

“Buying a pair of padded pants gives instant results compared to hours and hours of working hard in the gym – and cost a lot less too,” Dowdall added.

If you too have ‘bum envy’, then Debenhams’ Invisible Shaping Bum Boosters are a fantastic alternative to more permanent alterations – whether that be working out, putting on weight or even a surgical bum implant! Discreet, cheek-enhancing structures built into the back of the pants’ lining to give extra bulk and curvature to a flat bottom. Control panels at the front also flatten the tummy to emphasise the effect, while invisible seams remove all outlines of the garment when worn underneath clothes. The result is a two inch increase on vital statistics, as well as an extra 15 degree increase in overall curvature to the rear.

While the team at Talent Management think it’s great to move away from trends that demand all women look pencil thin and use shapewear to smooth bumps and minimise curves, we have to ask, will this trend create body image issues for all those flat bottomed ladies out there?