According to the British Association of Aesthetic Plastic Surgeons (BAAPS), more men in the UK are undergoing Brazilian Butt Lift surgery, a risky procedure which takes fat from one part of the body and is then injected into the buttocks.

While the operation is usually performed for reparative reasons, on those who have experienced a vast amount of weight loss, more and more people are choosing to get the procedure for aesthetic purposes. Made popular by celebrities, such as Chloe Ferry from Geordie Shore, and the prolific influence of social media sites such as Instagram, the number of people undergoing this surgery has doubled in the past five years.

“Surgeons believe social media’s emphasis on trends of “perfection” and digital image manipulation have drastically amplified body image insecurities while glamourising cosmetic surgery as a status symbol,” BAAPS told Dazed Beauty. “Buttock augmentation has become increasingly popular, we know this because surgeons are seeing an increase in patients requiring treatment to fix problems. We also see that body image issues are not restricted to gender.”

But, despite its rising popularity, the Brazilian Butt Lift is the most dangerous cosmetic procedure to undergo, causing one death in every 3000 cases. The danger lies in the potential risk of developing a fat embolism, which happens when fat enters the bloodstream and blocks a blood vessel. In the lungs, for example, it prevents oxygen from entering the bloodstream, while in the brain it can cause a stroke, both of which can be fatal.

Chris Dennis recently underwent the operation, and despite knowing the dangers, has said it has made him ‘happier’. In an interview with the BBC, he said: “it was the right decision for me, and I feel so much more positive.”