Sideboob is so over. Underboob is the new cleavage. No. Wait. Isn't sidebutt the new sideboob?
New parts of the female anatomy have been entering the spotlight as celebrities find new ways to show they are not wearing underwear.
Side cleavage became the new cleavage years ago - Channel 8 viewers got an eyeful of actress Joanne Peh's at the Star Awards in 2010 - and sideboob sightings are still newsworthy to websites from The Huffington Post to Mail Online.
Just this month, "Jennifer Lawrence reveals major sideboob at Hunger Games" was a headline at Mail Online, after the actress wore a strappy Christian Dior dress to a premiere of the film in Paris.
But underboob has been overtaking sideboob in online buzz this year as more pop singers reveal the lower curves of their chests in super-cropped tops: Rihanna, Beyonce and Miley Cyrus.
On the February cover of GQ magazine, in a picture by bad-boy photographer Terry Richardson, Beyonce's underboob peeks out from under her jersey.
On Instagram, lifting a top over her head, Rihanna plays peek-a-underboob in a photo in July.
And several of Cyrus' parts - not only her underboob but also her underbutt, or the base of the butt cheeks - have been displayed in a promotional blitz for her record Bangerz, which was released last month.
Even so, actress Gwyneth Paltrow gave them all a run for their money when she walked the red carpet in May in a racy Antonio Berardi number.
Showcasing the sides of her body in waist-high sheer panels, she inspired essays, on blogs such as New York magazine's The Cut, declaring: Sidebutt is the new sideboob.
And such one-upmanship - one- upskankship, really - is not slowing down.
By this month, actress Jaimie Alexander had outdone Paltrow at the premiere of Thor: The Dark World in Hollywood.
Her Azzaro dress exposed so many of her parts that Mail Online asked: "Is this the most daring red carpet outfit ever?"
The safest answer to that is, of course: no.
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