This isn't to be judgmental, but whenever a woman my age is pear shaped (built heavier on bottom), we cover our bottoms up and try to hide our figure. However, I see many young ladies in their 20's who wear white pants, short shorts, spandex/yoga pants, which make your butt/hips/thighs look even bigger than what they are. It might be because girls in my dad didn't want a big butt and curves weren't "in."
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Honestly, most pear shaped women, even in my age group, unfortunately try to hide their curves. I will say I see them wearing yoga pants/spandex all the time in the Winter but that's the only exception.
I think you answered your own question: It's because big butts are far more desired these days than 20/30 years ago.0