The trend of wearing whale tail-revealing jeans started to dissipate somewhat in the mid 2000s when American clothing designers started shifting focus from low-slung jeans and exposed midriffs to high-waisted trousers and cardigans.[1] Jess Cartner-Morley, fashion writer of The Guardian, claimed that the whale tail and the muffin top (the bulge of flesh hanging over the top of low-rider jeans), "twin crimes of modern fashion", had led to the decline in the popularity of hipster jeans.[45] She quoted Louise Hunn, editor of the British edition of InStyle, as saying — "When a look goes too mainstream, people start wearing it badly.