Melbourne: The ‘squoob’ - short for squashed boob - seems to be latest trend in cleavage among celebrities in tinseltown these days.
The Sun coined the term after a number of celebrities stepped onto the red carpet sporting rather unnatural cleavage thanks to tight-fitted dresses.
“The squashed boob effect at the top - the squoob - is the result of the clever shaping required to create the perfect hourglass figure,” the newspaper said.
However, the look seems to completely sacrifice comfort for style, as it looks downright ‘painful’ to achieve.
The Huffington Post said some of the most popular starlets are donning 18th century-style corset gowns to make their waists appear smaller, but the unfortunate victim is the bust, which ends up looking “more painful than playful” after being squeezed into restrictive dresses.
According to the Courier Mail, Madonna’s ‘squooby’ pose with her Golden Globe award could have helped set the trend.
The style dominated this year’s Golden Globe and SAG Awards, with Christina Hendricks and Sofia Vergara repeatedly sporting the look. It’s sure to make an impact on the Oscars red carpet in a matter of weeks.
The Daily Mail also named Victoria Beckham, Madonna, Katy Perry and Elizabeth Hurley as squoob aficionados, sporting “gravity-defying cleavages that often seem to be fighting their frocks for supremacy”.