'WAM’ bedroom fetishes explained as new sitophilia trend is on the rise

'WAM' stands for 'wet and messy', and is a type of fetish you don't really hear about.

You've got podophilia, your standard foot fetish, swinging, which is nothing new, and then more niche fetishes like hamstering.

When it comes to WAM, however, the main appeal is getting covered in food like whipped cream, pudding, or even stuff like mud, slime or washable paint.

“The appeal seems to be the tactile feeling of the substance and in the case of food, also the tasting of things,” sex educator Gigi Engle explained to Glamour.

“It’s about being turned on by messiness, slipperiness, and all that other sloshy goodness. It’s important not to yuck anyone else’s yum.

“Human sexuality is complex, and we shouldn’t judge anyone on what they like, as long as everyone involved is a consenting adult and the play is safe.”

WAM is one of the more niche fetishes (Getty Stock Images)

Sitophilia, meanwhile, centers on sexual arousal from the food itself. It's similar to sploshing, which focuses on messy, sensory play with food or substances.

"My earliest memory of seeing soft sploshing comes from watching Bozo The Clown and then Nickelodeon's comedy You Can't Do That On Television," Creamy, a professional WAMmer, recalled to Mashable.

Sploshing is a form of WAM (Getty Stock Images)

"I tried really hard to stop these fantasies. On my 33rd birthday, my ex-husband gifted me a cake that was covered in rich cream.

"I finally caved in–I took a big slice to my room, laid a towel on my bed, sat in front of the mirror and began masturbating.

"Before I knew it, I was smashing the cake all over my face and my body, and that was the best orgasm I ever had."

Creamy didn't just love the way it felt, but also the humiliation aspect.

WAM won't be for everyone (Getty Stock Images)

Seeing an 'attractive woman on television get pied to be put in her place' was something she was always into.

"It's like catharsis; by choosing to get pleasure from humiliation, I am taking back my power from every time I was abused. I am the one in control, and it is based on my consent."

When practised safely and consensually, it's one of the many ways people explore intimacy. Couples will often discuss boundaries beforehand, like what substances are okay, what’s off-limit, and importantly, how to clean up afterward.

Sexologist Dr Jess O’Reilly emphasised: "You can re-script experiences that are often laden in shame into experiences that produce pleasure.

"For some people [sploshing] can be highly erotic and for others, it can be a process of healing."