IN VULVA VANITAS – The Rise of Labiaplasty in the West

Since the turn of the 21st century, more and more women choose to undergo Female Genital Cosmetic Surgery (FGCS) to fit a vulvovaginal aesthetic ideal. With a focus on reduction labiaplasty as the currently most widespread of these procedures, this article examines FGCS through a critical cultural studies lens to position it within larger feminist debates about body image, consumer culture, and female agency. A central question is where our Western ideal of female genital appearance comes from that incites the desire to undergo surgical body modification? Against the backdrop of post-colonial criticism, the article challenges the distinction between FGM in non-Western cultures and FGCS in the West through questioning the notion of informed consent associated with the latter. By bringing together otherwise separate voices from various disciplines, the overall aim is to present FGCS as an intricate interface between biology, psychology, culture, and media discourse.