The iconic Miss Netherlands beauty pageant has officially come to a close, marking the end of an era for the beloved competition. Organizers have decided to move away from the traditional format of the pageant, replacing it with a fresh and innovative platform aimed at inspiring youth in a rapidly changing world.
A New Era: “No Longer of This Time” Takes Over Miss Netherlands
After years of celebrating glamour, talent, and empowerment, Miss Netherlands has now transitioned into a new initiative: No Longer of This Time. This rebranding reflects the evolving values of today’s society, focusing on mental health, diversity, self-expression, and social media awareness. The announcement of the pageant’s closure comes just over a year after it made headlines for crowning its first-ever trans winner, Rikkie Kollé, in 2023.
The new platform will no longer feature traditional pageant elements like crowns and gowns. Instead, it will highlight personal stories and dreams that inspire young people to embrace their authentic selves. According to the organization, the shift is in response to the changing world, one that values inclusivity and individuality over outdated beauty standards.
The Pageant’s Legacy and Shift Towards Inclusivity
Monica van Ee, the director of Miss Netherlands and founder of No Longer of This Time, explained in a statement that the increasing pressures of social media have led to insecurity among women due to unrealistic beauty standards. She defended the pageant’s impact on empowering women, saying it wasn’t just a slogan but a movement that encouraged growth and self-love.
However, she noted that the pageant’s ability to meet viewers’ expectations had become increasingly difficult. She mentioned receiving negative feedback each year, with viewers commenting on contestants’ race or appearance, leading to “negative energy” around the competition.
“We want to use our positive energy to support all women,” van Ee said. “Our new platform allows us to reach a wider audience and create solidarity among women. A crown may be outdated, but women supporting each other has always been central to our mission.”
Rikkie Kollé’s Historic Win and Influence
Rikkie Kollé, who made history by becoming the first trans woman to win Miss Netherlands, has continued to use her platform to challenge traditional beauty standards. Kollé’s inclusive vision for pageantry was further emphasized when she competed in Miss Universe 2023. In a video posted to Instagram, Kollé expressed her pride in her journey, saying: “As a little boy, I conquered every obstacle that came my way, and now I stand here as a strong and confident trans woman.”
Beauty Pageants Modernize to Reflect Changing Values
The Miss Netherlands transformation comes amidst a broader trend in the beauty pageant world to modernize and adapt to shifting societal norms. For example, Miss Universe, which took place in Mexico City in 2024, made headlines by accepting women over the age of 28 for the first time. In 2023, the competition also lifted restrictions on married women, mothers, and pregnant contestants.
However, some pageants still maintain more traditional rules, such as the exclusion of mothers, which has led to controversy. Earlier this year, a New York woman filed a complaint with the city’s Commission on Human Rights seeking an end to the exclusion of mothers from pageants.
Despite the changes, beauty pageants continue to face scrutiny, especially in light of allegations against the Miss USA organization. Amid claims of mismanagement and toxic environments, Miss USA and Miss Teen USA both resigned in 2024, prompting further calls for reform within the pageant industry.
Source: CNN Style
