The trend towards slimming down cover models in magazines using airbrushing has a counterpoint in what is called "reverse retouching" to enhance and plump up cover subjects' bodies.
“The bootylicious-ness of the Beyonce, the J-Lo, and the Kim Kardashian effect is contagious, and Hollywood runs things more than models nowadays. It is definitely not about make-me-look skinny, it is make me look sexy and curvy. And we’re also seeing a trend in cleavage,” top celebrity stylist, Phillip Bloch. says in a Fox News story. “(Airbrushing) is happening in several other parts of the body too. They want toned arms, and fuller faces.”