Early last year ABC News reported that breast augmentation patients are likely to forgo big implants, instead opting for about a cup size increase in breast size in their story: “Breast augmentation: smaller implants becoming a bigger trend.” Leading this “trend” are celebrities Victoria Beckham, Heidi Montag, Pamela Anderson and Tamra Barney, who have had surgeries to reduce their implant size or to remove the implants completely, according to the report. On the other hand, news from the November 2015 Festival of Social Science, run by the UK’s Economic and Social Research Council (ESRC), which funds research on social and economic questions, suggests the “fake” breast look, more commonly associated with breast augmentation, is becoming increasingly appealing to American women. Yes, you read that right. The study authors attribute this phenomenon to women wanting to connect to celebrity culture and defy the aging process. During the festival’s event “Obviously augmented breasts: the new fascination with inauthenticity,” Debra Gimlin, Ph.D., M.A., of the University of Aberdeen, Scotland, presented her study of U.S. women, which explored the growing normalization of cosmetic surgery and the cultural emphasis on self-transformation. “The research has found that over time there has been an increasing tendency for women to describe obviously augmented breasts as ‘beautiful.’ This emerging ‘aesthetics of artificiality’ is counter to the original goal of cosmetic surgery — namely for the body to appear natural,” according to an ESRC press release. So is the trend "natural," "obvious" or both? Read more at Cosmetic Surgery Times.