Bootylicious

It appears that the suffering is nearing an end. No longer will stick figure shop mannequins rub in the fact that most of us will never look as good in Gucci as a plastic doll.

At least, this seems to be the case in New York, where mannequins endowed with voluptuous posteriors have begun appearing in shop windows. And we have superstars J.Lo and Beyonce to thank for that. For although big bottomed girls have been celebrated in songs by rock band Queen and rapper Sire Mix-a-Lot, their popularity only came into play when Beyonce and Jennifer Lopez stared shaking their booty.

Now, all of a sudden, full-bottomed mannequins are revealing exactly how fabulous a round bottom can look in a pair of low-riding jeans. Dwight Critchfield, creative director for mannequin firm Goldsmith explains that this is becoming a trend. "These mannequins look great, and there is a real sex appeal about them." According to Critchfield, popular culture such as rap and stars like J.Lo have made bigger and rounder posteriors more acceptable, even desirable. According to plastic surgeon James Wells, MD, president of the American Society of Plastic Surgeons, buttock implants are on the increase. The procedure is already quite common in countries like Brazil, where the emphasis is on a pert posterior, but the trend is northbound.

The mannequin production firm Goldsmith has now launched a new "Sex" mannequin "with a larger booty and body", especially tailored for fashion brand Express and stores selling lower-end trendy clothing. Fashion retailer EckoREd also launched a mannequin called the J.Lo butt form two years ago, and since then sales have tripled. According to Rich Rollison of Lifestyle Forms and Display, the bigger mannequins have a positive effect on both consumers and sales. Plus size US label Lane Bryant is launching fuller-figured mannequins across 250 stores after a very successful test run in New York.

Let's hope this trend crosses the Atlantic soon!