Despite being something most women have in common, and many men too, cellulite has been historically vilified.

But this irrational hatred is beginning to be lifted by scenes from pop culture which celebrate them. Victoria’s Secret (famous for their sometimes dubious Photoshop work) recently featured them prominently in one of its campaigns, while Kendrick Lamar put stretch marks centre-stage and sang about his love for them in his latest music video.

So we can all breathe a collective sigh of despair at the news that its the latest thing that seasoned misogynist Piers Morgan has decided to take fire at.

On Good Morning Britain this week, Morgan and his co-host Susanna Reid discussed new un-retouched photos of Kim Kardashian captured by paparazzi on her latest holiday.

Susanna Reid clashes with Piers Morgan as she says stretch marks should be “celebrated”