And it seems Kim Kardashian herself is as interested as everyone else in her ample posterior if her video shoot is anything to go by.
The reality TV personality gazed lovingly at her sizzling seat as she lay on the ground as part of a photoshoot for one of her latest business ventures.
You like what you see? Kim Kardashian stared at her famous posterior during her fragrance shoot on The Rachel Zoe Project
The 40-year-old clothes guru started her off in a revealing outfit of boys shorts, men's shirt and bra.
She explained her rationale behind the choice when the shoot was featured on the latest episode of The Rachel Zoe Project, which aired this evening.
Delivering the goods: Kim gets ready to de-robe for her exciting photoshoot
She looks kneely good: Kim was on her knees for some of the pictures
Larking around: Kim enjoyed having fun with her assistant on set
'You want to unbutton the top two buttons, wear a pretty bra underneath.
'You wear boys shorts because it is more than underwear but you're not wearing pants, and it's just kind of effortless sexy.'
And her advice certainly seemed to pay off for Kim, 30, as she looked stunning in the ensemble.
Lady in red: The Keeping Up With The Kardashians star looked ready to audition for a Chris de Burgh video
You've got the look: Prince would approve of the stars stylish Dolce & Gabbana gown
The joy of text: Kim could not stop looking at her phone whenever she got the chance
Before the shoot the stylist, who was pregnant at the time, said she was so sure of the look she wanted she could style the four hour shoot 'in 10 minutes.'
And later on she said she was relieved it was a short one saying: 'We only have a few hours for today's shoot.
'Thank god because I am already completely wiped out.'
Bumpy conversation: Kim asked Rachel how she managed to look so trim during pregnancy
The stylist told her her slender pregnancy frame was due to the fact that she’s constantly working.
Kim said she’ll probably look like a cow pregnant and Rachel consoles her saying she works that it will keep the weight off.
If the show is anything to go by it seems the star, is hoping to have children sooner than later with her new husband Kris Humphries.