Beauty pageants can highlight social issues instead of just physical beauty

BEAUTY pageantry in Malaysia is fast evolving as it is no longer just about the models strutting down catwalks and smiling before countless flashing cameras, but is also filled with substance, sacrifice, inner beauty and more importantly – a cause to promote.

Evident from the recent Mrs Earth Malaysia beauty pageant in Petaling Jaya, the contestants were hard pressed to dwell more on empowering the environment against the threat of climate change, rather than on their bodies or swimwear.

Co-directors of the pageant held at the Royale Chulan Hotel Damansara, Ammetta Malhotra Bergin and Previtha Rajah, shared their insights into what is currently dominating the beauty contest scene following the turmoil of the Covid-19 pandemic.

Ammetta, an outspoken former beauty contestant herself, said that pageant contestants must now advocate a cause, such as women’s rights or conserving the environment.

The seven finalists of Mrs Earth Malaysia were asked to base their presentations on conserving the environment and to conduct activities which would appease Mother Earth. They had to learn about what makes the environment tick and how as a beauty contestant, they can contribute towards warding off climate change.

Ammetta also spoke about how the organisers are discussing how the winners of the pageant may become indirect environment ambassadors for the country.

"We want our beauties to have a perfect sense of what is happening in the world. They cannot be disconnected but conscious of what our society wants or aspires for."

Previtha hopes the training and effort to mould themselves, can also be recognised by the mass media, other than just placing the spotlight on the winners.

Ammeta made reference to what happened in the US last year, when the organisers of Miss USA found themselves in the middle of a controversy when participants disagreed over who was voted as the top winner.

While it may have yet reached such levels here, Ammetta nonetheless said that the beauties were serious about the competition when they decided to take part.

"They go on diet, exercise and even hire coaches. It is an industry by itself going by how much benefits the winners may enjoy from placing first, second or third."

But here, Ammetta wants pageants under her management to focus more on substance, learning about the pageant's theme, advocating it, while also using the platform as an opportunity to showcase their struggles and convictions on major issues.

During Mrs Earth, Ammeta took pains to explain to the audience that one of the participants had to initially leave the preparations to care for her husband, who had been hospitalised.

Pageants are now maturing to have married women take part. It is a growing trend that older women are encouraged to showcase the notion of growing old gracefully and keeping their beauty intact, with emphasis on wellness and grooming.

Ammeta also wants to use pageants as platforms to champion social causes – hence her desire to promote the Mrs Earth pageant to a bigger market. She wants the participants to be environmentalists in their own right.

"If we can reverse the ill effects of climate change through lesser use of plastics to protecting our waterways such as rivers and oceans, this is a big plus point for any beauty."

She said that the pageant is the third biggest after the World and Universe global pageants, and this year, the grand international finals will be held in Manila later this month.

She is hoping fellow Malaysians can cheer on the two participants from the country: Selangorian Than Kuyil Thayalan, who won the national pageant, and Johorian Shakila Saiful, who was adjudged as Ms Earth for the global event in the Philippines.

Than Kuyil placed first, second went to Penangite Puneedha Raja Ram Neetha, while Shakila took third while also winning the Ms Earth title.

Pageants can turn nasty for some participants such as last year when a Miss Taiwan participant cried after she was allegedly disallowed from waving her national flag by the organisers of the Miss Asia Global event in Penang.

There is hope that pageants should be apolitical, as in the end it is about promoting the fairer sex rather than the political ambitions of nations, groups or individuals.

To add spice to this event, police officer Inspector Sheila Sharon Steven Kumar turned up at the event, braving the public glare after she was embroiled in a controversy on social media.

She was charged in court for insulting the modesty of two men and intimidation of a senior citizen. Pending the disposal of her case, the officer is under suspension from the force.

Bemused by it, Ammeta said the organisers were unaware that Inspector Sheila was present but welcomed her presence as the event is designed for all to enjoy and appreciate the hard work the beauties put forward to emerge as winners.

One of the judges at Mrs Earth was Francis Yip from Penang.

The fashion judge and pageant commentator, as well as writer, was a student at the nation's second oldest school – St Xavier's Institution.

He said, "All contestants are winners in their own way. They worked hard and put in a lot of effort to shine on stage.

"I hope the winners will live up to their roles in making Mother Earth a better place, while good luck to the others in their future endeavours."

Yip said that pageants, if organised with the best of intentions and objectives, can become a contributor to tourism, as it has spillover effects.

For Yip, the pageants are about celebrating females and their abilities. It is not just on framing up the contest winners, he added. – The Vibes, July 12, 2023