The Miss Nederland beauty pageant has officially come to an end after an impressive 35-year run, as announced by its owner, Monica van Ee, on Thursday. This beloved competition will be succeeded by a new digital initiative called “Niet meer van deze tijd” (No Longer of This Time), which is dedicated to uplifting and empowering young women.
A New Era for Empowerment
Monica van Ee shared her reflections on the legacy of the pageant, noting it has left behind a “unique legacy.” However, she believes that the time for transformation has arrived. “The crown and sash no longer resonate in today’s world,” Van Ee stated. “What matters now is creating a space where women can uplift each other and grow.”
Final Miss Nederland: Amber Rustenberg
Amber Rustenberg, who was crowned in June, holds the distinction of being the last Miss Nederland. Throughout the remainder of her reign, she will be focusing on promoting the new platform and its initiatives.
Introducing Nietmeervandezetijd.com
The newly launched platform, accessible at Nietmeervandezetijd.com, aims to move beyond traditional beauty standards and stereotypes. “We’re providing something fresh and exciting that people haven’t seen before,” Van Ee remarked. The site will focus on crucial themes such as self-expression, diversity, mental and physical health, creativity, and societal transformation. “We’ll engage experts and individuals who have personal experiences to tackle the pressing issues of today,” she added.
Fostering a Positive Narrative
The initiative also aims to amplify the voices of young women and offer collaborative opportunities. Addressing the negative perceptions often associated with social media and youth, Van Ee expressed, “We want to shift that narrative and create something positive.”
Addressing Contemporary Challenges
The decision to replace the pageant was influenced by various negative experiences in recent years, including online harassment and threats. Notably, in 2023, Rikkie Kollé, the first transgender woman to win the title, faced death threats following her historic victory.
A Legacy of Change
The Miss Nederland competition, which began in 1989, evolved from the earlier Miss Holland pageant, which dates back to the 1930s. The rebranded event sought to emphasize societal engagement rather than merely physical beauty. Despite its long-standing history, Van Ee stressed that the future lies in innovative initiatives that resonate with contemporary values and the empowerment of women.