A-Listers ‘Waging Bum Cleavage War’ ahead of this year’s awards season

Beyoncé, 44, has also opted for figure-accentuating silhouettes during recent performances, reinforcing her long-standing embrace of body positivity.

Meanwhile, singer Katy Perry, 41, showed up at the 2024 Billboard Women in Music Awards in a red corset look with a dramatic lower back reveal. The singer has said: “I don’t have a Kate Moss body, but I’m very proud and happy with mine.”

Television presenter Maya Jama31, showed off a similar look on social media, pairing one of her latest daring looks with a dance video that quickly racked up millions of views.

She directly addressed online research, writing, “My weight fluctuates monthly – sometimes I’m fuller, sometimes I’m skinnier – but my body and b—- are 100% natural.”

She added, “Like I said before, trolls, READ IT AND CRY.”

A red carpet strategist told us: “This is not a coincidence. Designers are technical dresses for the reverse angle, because those are the trends on TikTok and Instagram. In a crowded price field, the back of the dress has become the new front.”

With nominations looming and campaigns intensifying, industry figures suggest the competition for the most talked-about silhouette – front and back – is only just beginning.