This study examines the link between the quality of sexual fantasy and self-regulation of women's sexual desire in a virtual reality environment. Fantasy has been shown to be an effective method for upregulating sexual desire in women. However, much attention has been given to the content of sexual fantasy without evaluating the quality of those fantasies. We evaluated the quality of mental imagery of 26 women and measured their sexual desire and physiological arousal in the laboratory. We did this within a virtual reality environment to enhance feelings of immersion and provide a setting for women to freely fantasize. Despite being able to successfully induce feelings of desire and arousal in our participants, there was no significant effect of quality of mental imagery on sexual desire and arousal. However, our experimental paradigm showed promise as an effective way to immerse participants in their imagination and allow experimenters to collect physiological and behavioral data about sexuality in the laboratory.