Kim Kardashian has the most enviable hourglass figure on planet earth. Fact.
Which begs the question: Why is she desperate to shrink her trim tum even further?
We reported on Friday that Kim has started waist training - a painful practice that involves wearing a corset or similarly tight undergarment, in order to cinch and permanently reduce the size of the waist over time.
The aim is to completely modify your figure and posture by restricting it.
Trim-tum seekers must wear the corset for short periods of time, gradually increasing use to achieve desired results. Some people even sleep in it.
But the reality star isn't the first to try this wacky slimming craze.
Burlesque star Dita Von Teese, 41, managed to reduce her waist to a waspish 22 INCHES through years of dedicated corset training.
She has worn the organ-constricting item since she was just 18 and exercises daily to maintain her miniscule waist.
And Hollywood stunner Jessica Alba admitted she resorted to extreme corseting in order to get her pre-baby body back after both of her pregnancies, first in 2008 and then in 2011.
The 33-year-old revealed: "I wore a double corset day and night for three months.
"It was brutal. It's not for everyone."
Kim, 33, is wearing a device that touts a "potential waist reduction" of seven inches.
She Instagrammed an image of her wearing the device with the caption: “#hourglass #waisttraining #nophotoshopnecessary #whatawaist.com.”
Nutrition and exercise expert Stephen Ball has questioned how successful wearing a corset is for weight loss and warns those thinking about trying it.
He said: “It’s going to make you look slimmer when you have it on but I don’t know any physiology that would explain that you’re going to lose body fat by wearing this device."
He added: “People want a quick fix. They don’t want to put in the effort that it actually takes and so I’m sure lots of women will see these pictures and go out and spend their money on these types of devices when they should be focusing on exercise and healthy eating.”
He recommends women shouldn't "make unrealistic comparisons" to Kim.
And in the meantime, we recommend Kim forks out for a new mirror!