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Belly button jewelry is a relatively modern invention. Although the belly button area has long been considered an erogenous zone, there is no evidence from primitive cultures to suggest that they practiced belly button piercing. Christy Turlington's revealing of a belly ring at a London fashion show has been cited as the moment that belly button jewelry became part of mainstream fashion. Soon afterward, Naomi Campbell, Madonna, Cher, and Janet Jackson were also sporting navel rings.