Oh Kate Upton, what have you done?

While magazines have airbrushed pounds off models and celebs for years, to the consternation of many, the latest trend in the editorial and advertising world is digitally altering subjects to appear larger and curvier.

"I have to airbrush clients' to make them appear bigger and more womanly before I submit photographs," one leading talent manager told FOX411's Pop Tarts column. "Skinny doesn't sell."

Pick up the latest edition of Vogue featuring Lady Gaga on the cover and notice how tall and curvaceous she appears with a cinched waist and prominent bust and hips, a noticeable difference from the behind-the-scenes photo shoot video which appears on the fashion magazine's website. 

The mag did not respond to a request for comment.

Yes bountiful busts and backsides are back, even if they don't come naturally.

"The bootylicious-ness of the Beyonce, the J-Lo, and the Kim Kardashian effect is contagious, and Hollywood runs things more than models nowadays.