It goes by many nicknames and has been photographed many times.
But not since Sir-Mix-A-Lot 1992's hit song has there been so much praise for a bigger backside.
"The new 'it' part of the body is just behind you. Look right behind you, over your shoulder -- it's the 'big butt' - summer's hottest accessory," said Shape Magazine Execuitve Style Director Jacqui Stafford.
It's a trend perhaps made most famous by a few cheeky celebrities, such as Kim Kardashian, Beyonce and Jennifer Lopez, to name a few.
"(Kardashian) gives people permission to have a full womanly body with curves. She's beautiful," said Dena Ferrira, who spoke to CBS News while working out.
Kardashian's bottom line is reportedly worth $5.5 million.
"Kim Kardashian -- just her exsistence. It's just not very good for us tall, slim, less curvaceous girls. It throws us in our face what we're missing," said Farha Jamieson.
Jamison is one of thousands working for a better backside. She goes to an exercise class inspired by Brazil.
"Everybody loves the butt in Brazil. It is the most important part of the body to work out, said Leandro Carvalho, creator of the "Brazilian Butt Lift Work Out."
One hour a day, four times a week, Farha sweats it out for buns of steel.
"I'm a lot happier than I was a month ago, I mean I've got a little more work to do to get literally perfect, but I think I look great," she said.
But if you don't feel like sweating, you can buy a little posterior enhancement. In the past year women spent over $848 million in shapeware, including booty-boosting items.
So whether you hit the gym and earn it or hit the stores and buy it, one thing is for sure, butts are in this summer.
The bigger the better.
Watch Personal Trainer and Bally Spokesperson Seven Boggs demonstrate how to boost your booty this summer.
The padded panties and booty enhancing products we showed on set were from Bubbles Body Wear.
Leandro Carvalho, the creator of Brazil Butt Lift Workout, does personal training from his private studio and teaches classes at Equinox Gym. www.leandrofitness.com
The show shot the Brazil Butt Lift Workout (and various interviews) at Equinox.