First it was tattoos, then it was body piercing, but the latest fashion craze looks so painful it's literally eye-watering.
In the frenzy to come up with something different one designer has created a line of jewellery which is intended to be worn on the eyes.
The bizarre range features a number of adornments which hang on wire from contact lenses.
Users attach a range of accessories, such as crystals and flowers, to the new prescription or dummy lenses and wear them throughout the day.
The jewellery, which measures up to 14mmx33mm, is attached to the contact using medical wire and hangs below the eye.
The crystal accessories glimmer in sunlight and look as if the wearer is crying.
Dutch designer Eric Klarenbeek, 29, said: 'People who have worn my eye jewellery are amazed at its comfort.
'You can't feel the wire dangling, it doesn't affect your sight and the lens moves along gently with your eyeball, even while blinking.
'It started out as an experiment but I decided to put it into production when I got positive feedback from wearers.
'I have made small changes to the components and balance of the jewellery as I strive for perfection.'
He added: 'We are working on the certificates which you need to sell it as a product and expect that to be finished in a few months.'
The designer added: 'They have been warmly welcomed around the world and the craze is underway.
'They are perfectly safe.
'If someone tugs on the wire while you are wearing it the lens will just fall out - or at the very worst the wire might break.'
A lens and jewellery attachment will be priced around £200 in the designer's online store