There are plenty of things we associate with everyone’s favorite holiday of the year, Christmas. Presents, Christmas trees, food, Christmas songs are all part and parcel of the festive season.

Of course, there’s always the infamously ugly Christmas sweaters that you have to wear at least once during the Chrismas period if you can claim to have any kind of festive spirit.

Red-nosed reindeers are a firm favorite when it comes to Christmas sweater embroidery – they’re cute and ludicrous all in one.

And you might expect a standard reindeer sweater to look a little like this:

But did you know that there’s a brand new trend rising through the ranks of social media? Let’s just say, it involves a conveniently-placed hole with a sneaky boob poking out.

So how exactly does one achieve this ingeniously revealing yet festive look?

Well, the women who have taken part in this craze will put their creativity to good use by cutting a big enough hole in their sweaters so that one of their breasts is visibly exposed. Other women simply pull down their sweater enough to expose their breasts. They then decorate their exposed breast with stick-on googly eyes, a red nose made out of tinsel and a pair of felt antlers.

Unsurprisingly the bold new trend has become a huge hit on Instagram amongst the popular photo-sharing app’s most daring users.

The ingenious and unprecedented festive craze can be found under the hashtag #rudolphboob for anyone who is keen to take a closer look.

Some of the most brazen women to have taken part in the trend have done so entirely on their own and others have mutual support from their gal pals making for some very titillating group photos.