It seems like a millennium ago when we wouldn't have known what on earth 'side boob' was - and even longer ago when we wouldn't have known about Kim Kardashian. Recently, however, the two have come together in a bid to start a new summer trend.
It was just a week ago when Kim and her new husband Kanye West were spotted out on a post-wedding date night in Hollywood and Kim showed off an extraordinary amount of side boob especially for the occasion.
But it seems she may have even outdone herself this time.
The 33-year-old was pictured on her way to meet sister Kourtney Kardashian for a spot of lunch in the Hamptons, while filming the forthcoming series of Keeping Up With The Kardashians and yep, sheshowed off more than we'd expect for the middle of the day.
The star went totally braless in a black tight-fitting and mega-plunging bodice teamed with a floaty two-tone skirt.
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Kim completed her summertime look with strappy leopard print sandals and poker straight hair and there was no denying the reality star-turned-American Vogue darling looked gorgeous. However, we can't have been the only ones who couldn't keep our eyes off her side boob.
Kim - who was recently spotted house hunting with mum Kris Jenner and half-sister Kendall in New York - was later seen on her way to the movies in an entirely new and far less, er, revealing ensemble.
Dressed in a flattering little black dress, matched with a boxy black handbag and suede sandals the star looked more like she was on her way to a board meeting than the cinema.
We probably should have expected as much from a woman who wears the tightest pencil skirt we've ever seen for a boat trip...