Gwyneth started it, with her side-butt dress that had her friends and waxist angsting about 360 angles. Thanks to a proliferation of gowns with plunging cutaways, sheer slices and gossamer panels, it is now practically impossible for stars to wear pants.

‘Side butt is the new side boob!’ yelled the newspapers after Paltrow's audacious ‘how very dare she’ dress, which directly led to her having to say lots of self-deprecating things to avoid looking like she loves herself and her posterior.

But they’re wrong. You saw it here first: everything, as long as it doesn’t normally see the light of day unless you’re on a beach, is the new side boob.

Hip bones, navels, lower backs, upper thighs. And there was us thinking we could get away with ignoring everything going on between cleavage and mid-thigh. Nope. Now every inch of your bod has to be acceptable for public viewing.

It can look exquisite. Edgy. Enigmatically hot. But, just a centimetre or two in the wrong direction, and it can also look like you’re heading to the Soap Awards for a banging night on blue WKDs with your mate Kerry Katona.

Click to see the nude (or should we say rude) carpet  gallery.