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Cosmetic vagina surgeries are hugely popular among Gen Z

‘Designer vagina’ surgery is one of the fastest growing cosmetic procedures among young people worldwide. Recent research has uncovered that this is due to a lack of education and diverse representation.

It’s never been easier to look at a vagina.

In the digital age – unless parental controls are active – a quick dig through the less-regulated social media platforms like Twitter and Reddit will bombard users with a torrent of explicit images and videos.

Then, of course, there are the pornography sites, which only set viewers back one step from accessing their homepages by making them click an ‘I am 18 or older’ button to enter.

Beyond that effectively useless hurdle is a hub of content in the millions, where people of any age can have their perceptions of sex and genitalia distorted within seconds.

While there do exist more ethical options that seek to empower those working in the industry and spread a positive message among audiences, the sites that are unfortunately most popular (and most accessible) are the ones that have been proven by research to have deeply troubling effects, including self-objectification and shame, coercion, unsafe sex, violent attitudes and acts, and higher levels of hostile sexism.

@myloveuntoyou I speak from experience. Consent does not change the nature of the act. The personal is political. Think about it: do you ACTUALLY enjoy these things? #feminism #radicalfeminism #radfem #womensrights #misogyny #antiporn #cancelp🚫rn ♬ original sound – Postysdaughther

Pornography is clearly inspiring a shift in sexual interests, behaviours, and relationships.

This is especially the case for Gen Z and Gen Alpha, with children and teenagers encountering pornography in greater numbers, at younger ages, and with a wider variety of content.

In other words, it’s become their default sex educator. And what’s less confronted than these indisputably alarming statistics is the impact that this – alongside social media – is having on body image.

According to the Real Bodies: Understanding and Celebrating Labia Diversity report published by Women’s Health Victoria (WHV) on June 10, these two factors are driving a rise in Gen Zers having or considering ‘designer vagina’ surgery, whereby the folds of skin surrounding the vagina (labia minora) are cut so they don’t extend beyond the outer skin folds (labia majora).

Known as labiaplasty, it’s one of the fastest growing cosmetic procedures among young people worldwide, not for health reasons but because there’s a significant lack of education and diverse representation for them to turn to – and a significant abundance of porn and social media content for them to turn to instead.

@selfaccept.saimi #selfacceptance #bodyimage #outie #downtherecare ♬ original sound – selfaccep

Of the 10,030 women and people with a labia aged 18 to 50 who were asked about their attitudes towards the appearance of their genitals in a YouGov survey that WHV cited, almost a quarter of respondents (23%) aged 18 to 24 feel anxious, unhappy, or embarrassed, while 35% associate their labia with negative words such as ‘disgusting,’ ‘weird’ or ‘ugly.’

One in ten said they had or have considered labiaplasty – 46% said this decision was based on the stylised or airbrushed images or videos they’d seen in textbooks, magazines, and online – despite the procedure carrying risks and there being no evidence that it actually helps bolster self-esteem.

‘Something has changed in the last 10 to 15 years to make women and girls more aware of the appearance of their genital anatomy,’ says researcher Emma Barnard, who interviewed young women seeking medical advice about their genital appearance for WHV.

‘For nearly everyone I spoke to, this experience of having concerns is happening from around 13 to 16. It is a very specific and fraught time when they are trying to figure out who they are and how their bodies work.’

Anxiety around vulval appearance has many harmful repercussions, because not only can it damage mental health, but it also influences sexual relationships and can lead to people ignoring their physical health.

@gabygabss Yeah being confident with your coochie isnt easy. As with any form of radical body acceptance, there will be up and down days! Ask your questions and i can help you become confident too! #bodypositivity #bodyacceptance #confidence #bodyconfidence #outiegang #roastbeef ♬ NOTHIN TO IT by ON THE HUNT and Chandler – Chandler

Though sex and body positivity have come a long way in the last decade, the conversation that’s needed to unpack vulva shame, stigma, and misinformation still isn’t there – despite attempts from Gen Z-targeted media like Netflix’s Sex Education to drive home the fact that labia come in all shapes and sizes.

The key to addressing this concern is more education, communication, and online discourse that celebrates positive labia diversity and normalises differences in size, colour, symmetry, and shape.

WHV’s Labia Library, a digital health resource it launched in 2014 to provide information on this as well as a gallery of unaltered images of diverse vulvas and labia featuring anonymous models of various ages, sizes, races, and gender identities is a good place to start.

‘There is so much imagery of people’s bodies online, including influencers and models posting images in swimwear, and then there is advertising from cosmetic surgery providers that are contributing to this perception of what’s “normal”,’ says Kate Johnston-Ataata, a policy manager at WHV.

‘And there is the absence of imagery showing the true diversity of bodies. We need to challenge the perception that women should be designed in a particular way. There are a lot of misconceptions still to unravel.’

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