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Tehran currently hosts one of the largest rhinoplasty markets in the world, and rhinoplasty is the most sought after cosmetic surgery in the country. This article examines whether the rhinoplasty trend reflects a shift in Iranians' attitudes towards their ethnic and cultural identity. It is argued that fashion and beauty norms in Tehran are certainly informed by globalised images, but these are mediated by Iranian moralities of prestige, image consciousness and class awareness. Thus, while many of the persons interviewed described 'Iranian noses' as aesthetically inferior to 'European noses', their statements were not necessarily coupled with a desire to negate Iranian identity.