From each season's must-wear colour to this month's most covetable trainers, fashion trends come and go. That's the point of them, after all - to document the time and culture of their creation.
Trends keep even the most savvy of customers on their toes and - if they're good enough - tease those stuck deep in sartorial ruts into spending.
But what's a girl to do when a certain body shape becomes fashion's latest thing? How do you follow fashion then? The good news this season for girls with a larger cup size is you're in. More specifically, your boobs are.
In Vogue's recent article, 'Return of the Bosom', it states "breasts - the big, bouncy, bodacious sort that heaved their way through the Golden Age of Hollywood - are back."
This coincides nicely with the magazine's June cover, where you'll find "boob-y" model Kate Upton posing in a Dolce & Gabbana bikini.
Yet fashion's sudden fascination with a mighty cleavage implies this too is trend, suggesting it's a look we can all just can dip in and out of. In reality, we know unless we're prepared to go under the knife, we're stuck with what we've got.
Jamie Ellis - a model manager at agency IMG - told Vogue "there is an increasing appetite for different shapes and sizes of girls" in the industry at the moment.
This news of model diversity is positive, but why do girls with bigger boobs need confirmation that yes, it is ok to show off your assets?
Positive attitude towards body image is something to be celebrated and encouraged every season. Although the rise of models like Upton implies the fashion industry is starting to acknowledge women are not one shape and size, approaching body type as a trend is ultimately unhealthy. You're hot one moment, past it the next.
So what do you do? In this case, love what you have and take fashion's views on it with a pinch of salt.
Size Matters: The Big Boob Debate