denim n. 1: close-fitting pants of heavy cloth for casualwear [syn: jeans, blue jeans] 2: a coarse, durable cotton fabric [syn: dungaree, jean]

denim n. 1: an overmarketed, overhyped phenomenon, currently available in more sizes, shapes, patterns, and colors than anyone could possibly wish for and the subject of much stress for women in dressing rooms across the nation.

Enough already?

Clearly not. Because there’s a new It jean out there: Blue Cult jeans. These puppies have won devotees (Sarah Jessica, Gwyneth, Cameron, Heather, and Salma) with their purported “butt-lifting” properties, a feature of the unique fabric that conforms to curves. Not that we’re surprised. Creators David Mechaly and Caroline Athias are hardly newcomers to blue-jean fabulousity. Back in the ’70s, Mechaly designed MacKeen jeans, worn by Charlie’s original angels.

Wonder whose ass is sagging now?

Available at Barneys New York, 9570 Wilshire Boulevard (310-276-4400); and Blancs, 5224 Hollywood Boulevard, between Vermont and Western Avenues (323-665-8839). To see styles, go to bluecult.com.