The Netherlands decided on December 12 2024 to stop its traditional Miss Netherlands beauty pageant, a move that has spread both celebration and debate. Organizers have created a new initiative aimed at developing “personal development, self-confidence, and empowerment” for women. This shift represents an important cultural point and raises questions about the evolving role of beauty standards in contemporary society. Here, we explore the reasoning behind this decision, the response it has received, and the implications for similar institutions worldwide.
For decades, Miss Netherlands has been a platform for showcasing “A gentle, sociable, socially involved character, with clear ambitions and a lot of perseverance”, according to the Miss Netherlands's Committee (Miss Nederland, n.d.). The show followed the formula of crowning a winner based on physical appearance, talent, and answers to carefully asked questions. However, critics often argue that such contests perpetuate restrictive beauty standards and reinforce outdated gender roles.
In response to these critiques, the Netherlands became a pioneer by changing the role of this institution. By retiring the traditional pageant, organizers signaled their commitment to “promoting inclusivity and diversity in society”.
The old competition is evolving into a new platform dedicated to mental health and sharing positive stories called Not More of This Time (Niet Meer Van Deze Tijd, 2024). The name comes from the ancient show that was, from the words of Monica van Ee, its organizer "not of this time anymore" (Courrier International, December 13, 2024). Along with this initiative, a website and podcast come along, offering resources about different topics: "We will address themes such as self-expression, diversity, creativity, social media, mental well-being and the evolution of society", a goal written on the old Miss Netherlands' website (Miss Nederland, 2024), and a message that the last Miss Netherlands Amber Rustenberg, elected in June, is now responsible for communicating during her “reign”.
The Netherlands’ decision received both praise and criticism from abroad. Defenders of body positivity and gender equality have welcomed the move as a groundbreaking step toward too many ancient beauty norms. In Sweden, known for its feminist policies, commentators expressed admiration for the Netherlands’ ability to challenge entrenched traditions.
Conversely, reactions have been different in countries where beauty pageants remain part of the culture, such as the United States and Venezuela. In Venezuela, home to one of the most celebrated beauty industries in the world, some saw the decision as unnecessary and too radical. Voices in favor of reform have been more numerous, particularly from younger generations who see beauty contests as out-of-date (Doyne S. / The New York Times, 2023).
The decision to abolish Miss Netherlands and create a replacement program raises important questions about cultural values and the future of such institutions worldwide. Even if some think that beauty pageants can be modernized to reflect more diversity, others believe that their existence is against gender equality (Pallopothu V. / Medium, 2017).
For the Netherlands, the move is a continuation of the work done in favor of equality and social innovation. Dutch cultural leaders have long championed progressive reforms such as the transformation of Miss Netherlands into a development-focused program.
Critics, however, caution against dismissing the cultural significance of traditional pageants too quickly. They argue that these contests have often served as platforms for women to gain visibility and fight for important causes (Khutoretsky M. / The Perspective, 2024). For instance, Miss Universe and Miss World winners frequently use their titles to raise awareness about education, health, and human rights.
The Netherlands’ decision could inspire similar changes in other countries, particularly in Europe, where discussions about gender equality and representation are increasingly shaping public policy and cultural institutions. If the Dutch program ends up being an empowerment and inclusivity movement that works effectively, it could mark a turning point in how societies support women.
By stopping the traditional Miss Netherlands pageant, the Netherlands has opened a new chapter in the debate about beauty, identity, and gender equality. Through its innovative program, the country redefines what it means to support women, confidence, and self-expression over superficial beauty standards.
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