Isn't this trend the pits? Underarms are fashion's new erogenous zone... as seen on cover girls everywhere!

Labels: ,

By Maysa Rawi

Twilight star Ashley Greene stars on the December issue of FLARE, left, and model Aymeline Valade poss for the January cover of Vogue Japan

Some women will go to painstaking lengths to perfect their pout, enhance their breasts and tone their bums.

But it seems there is a new - and rather more unsightly - body part slowly taking over as the most popular erogenous zone.

The fashion industry has become rather taken with underarms, showing them off at every opportunity on the cover of several high-end magazines.

Models and actresses not only have to worry about complexion, hair and nails, they now have to ensure their armpits are flawless too.

But whatever they miss, the airbrush will surely catch, as the area appears unnaturally smooth in editorials for Elle, Vogue and Harper's Bazaar among others.

Most recently, Twilight star Ashley Greene posed for the cover of Flare magazine showing hers off with pride - without so much as a blemish or a shade.

Elbow room: Victoria Beckham, James Franco and Gisele show their underarms off with pride

A modelling agency insider told the MailOnline: 'There's a definite trend for armpit posing at the moment.

'But they've got to be pits to be proud of - smooth and hairless only please.

'I had a model arrive on location who hadn't had time to wax under her arms.

Slowly catching on: The trend began last year with stars including Eva Mendes, Anne Hathaway and Megan Fox

'We were in the middle of nowhere and couldn't get hold of wax or a razor.

'The make up artist covered it as best she could, smothering her underarms in foundation and plucking any long hairs out with tweezers. Thank god for retouching!'

According to a survey of 400 women by Dove earlier this year, 93% believed their underarms to be unattractive.

Some 62% said they suffer underarm problems like breakouts, discoloration or itchiness and one in three felt more confident when the area was in good condition.

But not Julia Roberts, who made history when she confidently bared her hairy armpits at the Notting Hill premiere in 1999.

For those who aren't as bold as the actress, there is a wave of new treatments available to smooth out the area.

The Harley Medical Group reports that 12% of their non-surgical appointments are from patients booking in for treatments for their underarms.

They include laser Hair Removal and Botox injections for excessive sweating.

The bizarre trend in underarms is part of a series of body parts that have become fashionable including toe-cleavage, side-boobs and 'vajazzling', applying crystals and glitter to the pubic area.