Move over Kim Kardashian - the ideal female body shape is leggy, tall and thin like Taylor Swift, not short and busty with a big bottom like the US reality TV star, claim scientists.
A major study involving almost 60,000 volunteers rating almost 1,000 variations of the female figure discovered tall and slender is more attractive than curvy and hourglass-shaped.
It is a result which contradicts the views of millions attracted over the decades to the more voluptuous pin ups from Marilyn Monroe to Page Three Girls. But according to Australian university researchers, modern men - and women too - see the ideal as taller in height and longer in leg rather than bigger in bum and bust.
A complex series of visual tests were conducted by researchers from the University of New South Wales in Sydney for the specialist journal Evolution and Human Behavior.
They created computerized images of different female body shapes based on 24 basic factors from bust and bottom size to length of legs and waist circumference.
A first 'generation' of 120 of these were rated by volunteers from all over the world responding to a social media campaign asking for help.
The 60 body shapes with the lowest ratings were eliminated. Each of the remaining 60 were then taken and a slight variation of each was added to create another 120 shapes.
Again, they were rated by volunteers and the bottom 60 eliminated and the process was repeated for eight 'generations' - a total of 960 different shapes and sizes of female body.
What the researchers found was that in every generation, the 60 lowest rated body shapes were generally the fattest, shortest and roundest of the computerized figures.
By the end of the eighth generation, the highest rated female form was tall with a small waist and long, slender legs, a smaller bottom and smaller bust said the researchers.
Overall, nearly 60,000 volunteers took part in the ratings of whom 80 percent were men and from all over the world.
The report admitted that an ideal female body shape was still very much a matter of opinion - athletic men like athletic women, for instance, and different cultures had different tastes.