Prepare to answer "yes" to the question "does my bum look big in this?" and make the asking party very happy indeed. Retailers Debenhams have announced today that the introduction of "bottom-boosting jeans" which can add up to two extra inches to a derriere are proving an instant success.

Thanks to the likes of Kim K and Queen Bey, we all want big butts and we cannot lie. So, Debenhams are reporting that pairs of the new hi-tech, Shape Enhancing Jeans from designer Jasper Conran are "flying off the shelves".

The new jeans were only introduced this week and already sales have exceeded expectations.

“Pictures of curvy famous women, from Kim Kardashian and Nicki Minaj, to Pippa Middleton and Carol Vorderman, have helped women with prominent rears realise they have a gorgeous fashionable asset to emphasise, rather than minimise,” said Debenhams spokesperson Lizzie Singleton.

“Of course it is a little more difficult for women with a slimmer, straight up and down silhouette. The only solution used to be an expensive gym membership and weeks of working out, but now buying a pair of shaping jeans can offer a wonderful, instant booty boost.”

 

Before and after... can you spot the difference?

According to the retailer, the secret to the new jeans’ success is a clever combination of cheek-enhancing cut, expert tailoring, and heavier denim strategically built-in to give extra bulk and curve, turning a shapeless bottom into rear of the year.

Control panels at the front also flatten the tummy to emphasise the effect, whilst the position of the darts in the denim give a flattering hourglass effect.

The bottom line can be an extra two inches on vital statistics, as well as a 20 degree rise in "overall curvature to the rear".

Lizzie Singleton added: “Thanks to a whole host of famous names including, Kim, Beyoncé, Nicki Minaj, Iggy Azalea and J-Lo, generous behinds are big news and I can’t see that changing any time soon.

“We expect a further flurry of sales this weekend as women search for their perfect Valentines date night jeans.”

The J by Jasper Conran lifting jeans are now available in all stores nationwide and online at Debenhams.ie priced at €67.50 in sizes 8-18.