After 35 years of wide smiles and long legs, the annual Miss Netherlands competition is coming to an end. Beauty pageants are outdated, said the contest’s owner, Monica Van Ee.
The event would be replaced by an online platform called No Longer of This Time, said Van Ee announcing the decision on December 12.
The Miss Netherlands competition has “built a unique legacy,” but the time has come for a new approach, she told Dutch news agency ANP.
“The sash and crown are no longer relevant in today’s world,” she said, and argued the new platform would provide a space where women could empower and inspire one another.
“No Longer of This Time was born from a simple yet powerful idea: the world is changing. The concept emerged during a team discussion about why certain ideas—such as clinging to specific beauty standards and societal expectations—still hold such strong influence,” she said.
“They observed that more and more young people are pushing back against these norms, yet there are few platforms that truly inspire them to think beyond these limitations and find their own paths. Additionally, increasing numbers of stories have surfaced about young people struggling with various challenges,” said the announcement.”
Instead, the platform would “talk about topics such as self-expression, diversity, creativity, social media, mental well-being and how society is changing”.
Amber Rustenberg, who will be the last Miss Netherlands after being crowned in June, will dedicate the remainder of her term to promoting the platform.
The decision to change to the new platform was influenced by negative experiences in the competition, such as negative reactions on social media after the 2023 crowning of Rikkie Kollé as the first transgender Miss Netherlands.
According to Van Ee, there was always “negative energy” surrounding the pageant, with critics arguing “she’s either too white, too black, or she shouldn’t be at all, based on conviction.”
The Miss Netherlands competition has been held since 1989, taking over from a Miss Holland contest which began in the 1930s.
From 1989 onward, the competition’s focus was no longer solely on the candidates’ appearances but also on “the social engagement of the young women.”
Although the Miss Netherlands competition was ending, a Dutch representative will still be sent to the Miss Universe competition next year.
According to Rustenberg, Miss Netherlands transferred the necessary licences to Miss Universe Netherlands last year.
