The organizers of the Miss Netherlands beauty pageant have announced the end of the iconic competition, marking a significant shift in focus with the introduction of a new platform, “Niet Meer Van Deze Tijd” (“No Longer of This Time”).
After years of celebrating talent, glamour, and inspiration, the decision reflects a response to a changing world and the evolving priorities of younger generations. The newly launched platform will focus on mental health, diversity, social media, self-expression, and empowerment, prioritizing meaningful stories over traditional pageantry.
The closure comes just over a year after Rikkie Kollé, the pageant’s first-ever trans woman winner, made history by challenging norms and promoting inclusivity. Kollé’s success symbolized the contest’s progressive stance and opened conversations on diversity within the pageant world.
In a statement on the competition’s website, the organizers emphasized the importance of embracing change:
“Miss Netherlands is transforming into No Longer of This Time: a platform that revolves around mental health, social media, diversity, self-expression and much more. No more crowns, but stories that connect. No dresses, but dreams that come to life. Here we inspire young people to be themselves in a world that is constantly changing.”
Monica van Ee, Director of Miss Netherlands and founder of the new platform, highlighted the growing pressures young people face, particularly through social media’s unrealistic beauty standards. She stressed that the organization’s commitment to empowering women remains steadfast but in a reimagined format that fosters solidarity and authenticity.
Explaining the reasoning behind the shift, Van Ee said: “The obstinacy of the spectator,” and criticisms such as “she is too White” or “she is too Black,” have created an increasingly toxic environment. “This leads to negative energy every year. We would like to use our positive energy instead of always having to get defensive. Now we can reach everyone and provide the right solidarity.”
Van Ee added: “Perhaps a sash and a crown are outdated. But women who support each other and help each other—that has always been important to us.”
Rikkie Kollé, who competed in Miss Universe 2023, has been an outspoken advocate for inclusivity and diversity within pageantry. Reflecting on her journey, Kollé shared: “As a little boy, I conquered all the things that came through my path—and look at me now, standing here as a strong, empowering, and confident trans woman.”
The decision to transform the Miss Netherlands platform aligns with broader trends within the global pageant industry, where competitions like Miss Universe have taken steps to modernize. Recent changes include removing restrictions on age, marital status, and motherhood, signaling a move toward greater inclusivity and relevance.
With “Niet Meer Van Deze Tijd,” the organizers of Miss Netherlands are taking a bold step into a new era—one that prioritizes connection, diversity, and empowerment over tradition.