It's the season for beauty pageants, but more importantly, the Miss BumBum UK contest.
The popular competition, which is originally from Brazil, is coming to the UK for the first time ever and we're all excited about it.
It will feature a host of stunning women, including a ripped gran and Playboy model.
READ MORE: Miss BumBum winner shows off stunning body as she relaxes on boat in just bikini
As part of the competition, it's a battle of the likes which will come to an end on September 30.
And on that date, the owner of the most beautiful bum in the UK will finally be revealed.
Now the models taking part have joined the wave of a new social media fever, taking a butt selfie – also known as a "belfie".
Iasmin Santos, Mikaelly and Bianka Cabral have taken the online world by storm with their gorgeous pictures.
Model Iasmin, who is representing Cardiff, claimed she's gained thousands of followers since sharing her first belfie.
She said: "It will be my bet to win the competition and be the new Miss BumBum UK."
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As for Mikaelly, who is competing for Manchester, she has a different opinion of the racy trend.
She claimed: "It's all a big joke. Taking a picture of the butt stirs the imagination of men and women. Belfie is the new wave!
"I get a lot of private messages asking how I take care of my body and especially my butt."
But Oxford representative Bianka fears flaunting her body on social media could sometimes get the wrong impression.
She added: "A lot of people judge in the worst possible way, but what most people like are photos that show the body.
"Everyone can take a belfie and be happy on the internet."
Each week, the 10 Miss BumBum UK participants publish a trend with photos published on Miss BumBum's official social media pages.
And on September 30, presenter Israel Cassol will announce the winner through the contest's official Instagram.
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