It was Kourtney Kardashian who first pioneered the revolutionary underboob trend back in April, but it's sister Kendall who's now suffering the vicious backlash.
Yesterday the Victoria's Secret model uploaded an image of herself in an undersized tee to Instagram, alongside the caption "jet lag".
Nonsensical, but still: you can't argue with nearly 3 million likes.
Except apparently you can. The furious men of Twitter, no doubt charged up by the news about the new Doctor Who's absent chromosome, decided that it wasn't fair that women like Kendall, Kylie Jenner and Lady GaGa could get away with the revealing trend.
And in the interests of equality, they put forward this design to menswear designers.
They'll, err… they'll get back to you on that one.