A medical nipple-darkening procedure used for breast reconstruction has been adopted by U.K. women who feel self-conscious of their nipples when they get spray-tanned. “A lot of people want their nipples made darker,” clinician Gail Poudman, who darkens more than six nipples a week, told the Telegraph. “It’s the fashion.” The two-hour tattooing procedure, known as ‘tittooing,’ costs up to £1,200 for both nipples and lasts twelve to eighteen months. “The girls get them done so they can go topless and not be embarrassed, or when they’re in a changing room and getting changed,” Poudman explained. “They can go on holiday in front of their partners, go for massages, spray tans and just not be conscious of their body.” It’s unclear what makes dark nipples fashionable, but it can’t hurt to be on top of the trends if one wants to secure a place on Tatler’s best society breasts list, Titler.