Back in 1921 in Atlantic City, USA, the Miss America pageant was conceived by a group of businessmen looking for a way to keep tourists in town after Labor Day. They organized a beauty competition as a “magnet” to draw revenue into the seaside city. What started as a local tourism promotion became the blueprint for a global beauty industry.
Pageantry has always been intertwined with global contexts. During the Cold War, beauty stages were utilized as tools of Soft Power to foster international friendships and project an image of modernity within the Free World. It wasn’t until after 1970, with the rise of the women’s rights movement, that pageants had to pivot from focusing solely on physical physique to prioritizing intellect and
perspective. Consequently, we began to see social advocacy projects become a primary judging criterion.
Today, the definition of beauty is being dismantled and reconstructed. We are witnessing true Diversity, featuring transgender contestants, married mothers, and plus-sized women. Beyond aesthetics, a modern titleholder must possess an attitude capable of creating a real “ripple effect.” The stage has become a platform for women to stand up and effect tangible social change. That is the mark of a true winner.
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