#BoobsOverBellyButtons Is A Flawless Response To The Belly Button Challenge

Way to turn the tables, girls.

by Nora Whelan

BuzzFeed Staff

At this point, you're probably familiar with the #BellyButtonChallenge.

The trend, which originated late last week on Chinese Twitter-esque network Weibo, has generated upward of a hundred million social media posts in which people attempt to reach an arm back behind their waists and manage to touch their belly buttons.

The desired result — thought to be facilitated by the ideal of a thin waist — is supposedly an indicator of health, though no study backing this up has been identified.

Instead, a competing challenge has popped up: #BoobsOverBellybuttons.

It was started by British lingerie brand Curvy Kate.

No, it's not referencing the natural position of breasts when a person is standing upright.

Curvy Kate has long been affiliated with U.K. charity CoppaFeel!, which aims to keep women informed about their breast health and raise awareness about breast cancer.

"[T]here are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough to reach all the way around your own torso," reads Curvy Kate's blog entry about their counter-movement.

"We celebrate diversity and all women, so when we saw the #bellybuttonchallenge trending over the weekend it went against everything we try to communicate with our fans," Isichei told BuzzFeed Life.

"We thought, if people are going to spend time trying to reach round to their belly button and share that message, why not spend time doing a boob check and sharing that — which is a far more positive health message, and could actually change your life!"

Curvy Kate has included CoppaFeel's instructions on how to check your boobs in their blog entry, and reiterated to BuzzFeed Life how important it is to get any abnormalities checked out by a professional.