Sweating, or so the theory goes, is good for the skin, supposedly unclogging the pores, as well as revitalizing the circulatory system.

When sweating meets … social media, however, in the form of shapely young women posting photographs of their workouts, of even… post-workout images, well, then we have a “viral phenomenon”.

The focus on Twitter and Instagram, of late, has been even more specific: women showing off their sweaty bodies, especially the “bust region”.