This article examines what is at stake in the attribution of narcissism to femininity and feminism and the routes through which arguments about ‘feminist narcissism’ became central to the popular abjection of feminism. It emphasizes the central role of narcissistic theories of identity in enabling feminist theory to prise open the mechanisms of feminine identity and thereby expose and critique the sexual politics of identity practices. The article argues that theorizing the politics of narcissism opens up ways of thinking through some of the pressing and complex questions which face women today, questions of self-identity, self-esteem, body image, cultural idealization, normativity, incorporation, consumption and agency.