To bolster the empowerment of young women—and boost its image—brand managers at the Miss Universe organization will no longer require contestants to don swimsuits.
Athletic wear will replace the bikini in the yearly competition.
The Miss Universe organization made the announcement this week. Pageant organizers for years have defended swimsuit competitions as a way to showcase contestants’ athleticism, but for the 15-to-19-year-old girls in the teen competition, it started to feel a bit exploitative.
Miss Universe president, Paula Shugart, said in a memo:
This decision reflects an important cultural shift we’re all celebrating that empowers women who lead active, purposeful lives and encourage those in their communities to do the same. Our hope is that this decision will help all of Miss Teen USA's fans recognize these young women for the strong, inspiring individuals they are.
The shift places a greater emphasis on health and wellness instead of strictly physical appearance.
RELATED: Free Webinar: Journey to Excellence: Online Health-Care Reputation Management.
Reigning Miss Teen USA Katherine said in a statement:
[I’ve] spent a lot of time in athletic wear. This new direction for Miss Teen USA is a great way to celebrate the active lives that so many young women lead and set a strong example for our peers.
The Miss USA and Miss America pageants have no immediate plans to nix the swimsuit portion of their competitions. But Julianne Hough, host and creative producer for the Miss USA pageant, indicated to USA Today that the competition may go away from the swimsuit portion “in the next few years.”
(Image via)from PR Daily News Feed http://ift.tt/29bqmeP
No comments:
Post a Comment