Medellín is the second largest city in Colombia. During the '80s and '90s, it was at the epicenter of narcotics traffic in South America. Today, plunging homicide rates, a public campaign to reduce violence, and urban development have helped to create new libraries, parks, schools and a sustainable infrastructure. This confluence of those factors has qualified Medellín as a city of change on the international stage.
However, the social actors of the narcotraffic conflict in Colombia created a new ‘aesthetics’, a “Narcoaesthetic” as it refers to the drug lords’ powerful influence, not only with their money but with their taste, on the whole country’s interpretation of beauty. During these years, the female body became a reflection of a lavish lifestyle. It changed the perception of the women's role in society, evolving from naturally strong figures to a very materialistic approach to their beauty and bodies. This is how cosmetic surgery went mainstream in Medellín and a marked body culture and industry sprung up.