‘Beauty lies in the eyes of the beholder,’ is an age-old saying. Over the years, beauty, its definition and the standards set, have undergone change. Yet, beauty pageants continue to be one of the more successful mediums and platforms that propagate the idea of beauty, which also includes talent, skill, oratory prowess, aptitude, attitude and brains. Debatable, often controversial beauty pageants are competitions where contestants vie for the crown. Though there are several pageants, held for all genders, the most popular in current times are the Big Four – Miss Universe, Miss World, Miss International and Miss Earth.
History of Pageants
One of the earliest celebrations of beauty takes us to English May Day during the middle ages, where a May Queen was selected. The first beauty pageant was the Belle of the Anna-Ball, held in Hungary in 1825. In the 19th century, beauty pageants started becoming popular, however, they were not considered respectable.
It was only in 1921 when the modern Miss America was held that the tradition of beauty pageants became a mainstream event. Though it was looked down upon by several quarters, there was a sense of dignity and competitiveness given to the competition. Ironically, the Miss America pageant was held with the primary aim of boosting tourism in Atlantic City on Labour Day. But it started off a tradition that grew steadily over the years. The pageant became a part of the Labour Day festivities and parade.
Similarly, in 1920 a Splash Day contest was organized by C.E Barfield in Texas. The event featured the ‘Bathing Girl Revue’ which became popular soon in many other parts of the country. In 1926, the first international beauty contest was held and was called the International Pageant of Pulchritude. It is believed that the modern pageants of today are aligned to this international competition.
The popularity of such contests led to the organizing of the Miss World competition in 1951, Miss Universe in 1952, Miss International in 1960. Other pageants, such as Miss Asia Pacific International began in 1968, Miss Teen USA in 1983 and Miss Earth in 2001.
India in the Pageants
Esther Victoria Abraham was the first Miss India crowned in 1947. Indian winners began participating in international pageants, where the first Miss India represented the country in Miss Universe in 1952 and Miss World in 1959. The first Indian to win Miss World was Reita Faria in 1966 and Sushmita Sen won the first Miss Universe in 1994.
Several leading actresses and popular faces of the Indian screen, were in fact, Miss India. Some of these include Zeenat Aman who also won Miss Asia Pacific in 1970, Persis Khambatta, Meenakshi Sheshadri, Juhi Chawla, Namrata Shirodkar and more.
The breakthrough or landmark year for Indian beauty pageantry came in 1994 when India won both Miss Universe and Miss World. The winners Sushmita Sen and Aishwarya Rai became the country’s icon, representing an empowerment of beauty with brains. Their confidence, elegance and win suddenly catapulted the imagination of the nation. India went on to win many more titles in the following years. In 2000 three women made India proud by winning the beauty pageants – Lara Dutta (Miss Universe), Priyanka Chopra (Miss World) and Dia Mirza (Miss Asia Pacific). Some of the other winners of the pageantry over the years were Yukta Mookhey, Diana Hayden and more recently, Manushi Chhillar and Harnaaz Sandhu.
Controversies and Backlashes
The recurring argument against beauty pageants has been the objectification of women. In India, especially exposing women on a stage, flaunting their beauty, was looked down upon. The cultural acceptance has always wavered as a section of society found these pageants demeaning and against the traditional value systems. Besides, the standard protocol of following certain beauty metrics, that essentially defined beauty, were propagated through these pageants. A certain figure size, weight, height, skin color and style were unsaid requirements of judging and appreciating beauty. Of course, the discourse on beauty has altered in today’s time, where it is no longer confined to certain body shapes, sizes or color. Yet, there is no doubt that as a society, we have not yet completely found freedom from equating beauty to a set standardized parameter.
Also, the beauty pageants were often seen as a westernized influence in Indian society. The rounds, including the swimsuit round, garnered protests across the country. In fact, in 1996, Miss World was held in Bengaluru, but the swimsuit round had to be shifted to Seychelles due to massive protests that broke out in the country.
But of course, things have changed since. It must also be noted that the beauty pageants became a national sensation during the period of globalisation and privatization in India. The gates opened for popular labels, makeup brands and the fashion industry to root a strong footing in economics and culture of the country. As the industry grew, the revenues and acceptability of beauty accessories and businesses increased. Beauty pageants became important beares of advertising and marketing which was in vogue.
Causes and Opportunities
One of the major reasons why beauty pageants gained popularity during the 90s was because of the opportunities that it presented to young women. Models and participants found the Miss World or Universe platform as a lucrative means to make a career in the film or fashion industry. The fame, accolades and recognition gave an opening to explore various career options in the entertainment industry.
Besides, the experience itself, of interacting with girls from other countries, of competing with the best beauties across the world was a huge opportunity. The exposure, campaigns, causes and social services that the participants got a chance to indulge in were rewarding. Awareness was raised about various causes, such as UNICEF programs and more. ‘Beauty with a purpose’ is the tagline that was initiated by Miss World and Miss Universe. Each of the winners along with the help of the organization help raise funds, support and bring about change in humanitarian and charitable causes.
Societal Reflection
The criticism against beauty pageants is strong. But the positives and empowerment that many feel arise because of such competitions is real too. Beauty pageants in many ways are a reflection of the society itself. For instance, Miss Black America began in 1968 in response to the exclusion of the community.
The standards of beauty set by a community are reflected in the way they perceive their women. Though beauty pageants celebrate the external beauty of contestants, it also provides a medium for showcasing the talents, empathy, confidence, intelligence of the contestants. It can be deemed as a holistic measure of what the individual entails and is.
In India, women representing the country in beauty pageants also in some ways reflected the general diaspora of women at that point in time. Up till the 1990s the women defied the shrouded and hushed up symbolism of beauty. In the age of open markets, the confidence and willingness to explore frontiers was evident.
Today, the pageants seem to have lost a bit of their shine. This is probably because due to digital platforms, women are finding other platforms and means to express themselves. A recent statement by a politician, observing that no Dalit or tribal woman has made it as a Miss India sparked controversy. But it also opened up an avenue of debate that beauty pageants are perhaps only reflective of a small section of Indian society.
Final Thoughts
Lastly, there is more than one way of looking at beauty pageants. In a country like India, where the entertainment and fashion industry are one of the most affluent businesses, beauty pageants are a great boost. On the other hand, it would be unfair to generalise. For instance, Miss India winners have gone on to become doctors, dentists and even joining the Indian Army. Besides, just because one is Miss World or Miss Universe, it doesn’t spare them from getting body shamed or trolled. The paradox continues for a nation and a world, where women are fighting hard to hold onto their dreams and aspirations. Whether you like beauty pageants or not, you cannot ignore them.
