The shift from a traditional beauty pageant to a mental health platform reflects broader societal changes regarding beauty standards and the role of women in society.
The involvement of former titleholders like Rikkie Kolle and Amber Rustenberg signifies a commitment to inclusivity and representation in the new initiative.
The new platform could inspire similar movements in other countries, leading to a global reevaluation of beauty contests and their relevance.
As the platform gains traction, it may attract partnerships with mental health organizations and influencers, enhancing its reach and impact.
The Miss Netherlands beauty contest, a historic event that has run for 35 years, is officially ending to make way for a new initiative focused on mental health and empowerment. The organizers announced the transition on December 12, 2024, stating, "Times have changed and we are evolving with the times." The new platform, named "Niet Meer van Deze Tijd" or "No More of This Time," aims to challenge traditional beauty standards and provide a space for women to share their success stories and support each other.
Monica Van Ee, the director of the Miss Netherlands committee, emphasized that the new platform will prioritize mental health and the importance of women uplifting one another. The initiative reflects a growing trend among young people who are increasingly rejecting outdated beauty norms. The last crowned Miss Netherlands, Amber Rustenberg, will remain a symbol of this transition, while Rikkie Kolle, the first openly transgender Miss Netherlands, will also play a significant role in the new project, advocating for visibility and positivity within the community.
