Posting a picture of your bum on social media – or a “belfie” as its become affectionately known – isn’t exactly breaking new ground anymore.
Lady Gaga, Rickie Lee Coulter, Cheryl Cole and half the Kardashian family have all posted them at some point.
But never has it been done quite like Jessie J.
There was no pretending to be candid, no Shakespeare sonnet, and not a #blessed or #flashbackfriday hashtag in sight. No, The Voice judge was refreshingly unabashed and unapologetic about her selfie.