X-Factor judge and recently acquired national treasure, Kelly Rowland says she loves this country because the guys’ trousers show their arses off better. The Miami-based singer, who has just moved to London, says the tight-fitting style reveals if a man's rear is "cute".

"The way they wear their pants is so cute. Guys don't do it here in Miami — they wear wide pants or dress pants. It's a really cute style the British have. I like the legs. I just like the way (the trousers) hang off their bodies." she says.

Kelly may have a point, never has the male derriere been more on display. What with trousers being the tightest and skinniest they've been in decades and jackets becoming more and more cropped the male arse has become the prominent masculine asset. Long suit jackets used to hide our behinds and wider trousers left a lot to the imagination, now, it's all on show and as such designers and men themselves are thinking about the effects this is having.

New underwear has been launched aimed at guys which shapes the backside into the perfect ' bubble butt '. A man has never been more conscious of his seat, choosing jeans and trousers for the effect it has in the mirror, or the pockets which accentuate the butt checks, even doing exercises particularly aimed at shaping and toning this area. Men are more body conscious than ever and designers are responding and will respond to this growing prominence of the male buttocks as they continue to stay visible.