Since the 1970s, feminist research has provided a powerful critique of biomedical models of childbirth. While this critique has been extremely important, it has to some extent led to the neglect of other forms of power. For example, there has been little research which has explored childbirth as a way of ‘doing gender’ in which normative or resistant forms of gender and femininity are (re)performed. Drawing on the Foucauldian notion of ‘technologies of power’, we argue that gender is a form of disciplinary power which shapes the choices that women make in relation to childbirth. Drawing on pre-birth interviews with 21 white, middle-class pregnant South African women who were planning on either a home birth (n = 12) or an elective caesarean section (n = 9), we show how three central technologies of white femininity shaped and regulated women’s childbirth choices. These included: a patriarchal optics of childbirth, the ‘natural childbirth’ ideal and the ‘good mother’ imperative. The article concludes that women’s childbirth choices are heavily shaped by gendered technologies of power and that the decision to have a home birth or an elective caesarean section intersects with scripts of ‘doing white femininity’ in South Africa.