The Miss Universe 2024 pageant has been steeped in controversy since its conclusion, primarily centering around the remarks made by the newly appointed CEO Anne Jakrajutatip and the subsequent reactions by contestants, particularly the first runner-up Chidimma Adetshina from Nigeria. Jakrajutatip, during a press conference following the crowning of Miss Denmark, Victoria Kjær Theilvig, stated, "Evolution? We have blonde and blue eyes, so we're coming to the ultimate evolution already. We don't need any more evolution here. We already got the best here," igniting widespread criticism and calls for accountability.
Adetshina, who made history as the first Nigerian contestant to secure a top-five position, expressed her reaction to Jakrajutatip's comments, emphasizing the importance of different perspectives. She reportedly said, "I’m not really offended by it. Maybe that's just her perspective; maybe that's how she felt about the evolution of Miss Universe." This surprising viewpoint seems to have set her apart from many pageant fans who voiced their concerns on social media, deeming Jakrajutatip's statements as insensitive and exclusionary. One user remarked on social media, "The Miss Universe CEO is a weirdo because what do you mean the evolution is blonde and blue eyes?"
Adding to the controversy was another incident involving the newly crowned Miss Universe, Victoria Kjær Theilvig. She faced backlash after appearing in a TikTok video where she lip-synced the N-word from Jay-Z’s song "Empire State of Mind" atop the Empire State Building—an act seen as highly inappropriate and offensive by many viewers online.
Theilvig's controversial moment came just after she celebrated her win, which made her the first Danish contestant to claim the Miss Universe title. Kjaer, 21, spoke about her vision as Miss Universe, stating, "A Miss Universe must be a symbol of empathy and action... She must listen to the world’s challenges and use her platform to create tangible change." Her background as an animal rights advocate and entrepreneur was previously highlighted during the competition, but the lip-syncing incident overshadowed her achievements.
Meanwhile, Jakrajutatip's comments about beauty standards appear to have shifted the focus from the wider inclusivity the pageant has worked to promote over recent years. The 2024 Miss Universe included record participation, with contestants from diverse backgrounds, including the debut of nations like Iran and Somalia, and representation for mothers and working women. Yet, the notion of celebrating specific physical traits has surrounded the pageant’s narrative with negativity, as viewers reflect on what they believe are backward ideals.
Social media has become the battleground for these discussions, with many members of the public calling for the Miss Universe organization to address these controversies and the CEO's comment about "ultimate evolution". Critics argue such remarks ignore the strides the pageant has made toward inclusivity and diversity. This wave of feedback presents the organization with the challenge of managing its brand and public image effectively amid growing scrutiny.
And what about Adetshina’s views on social media reactions? While she acknowledged the disparate reactions, she felt disheartened by another remark made by Donald Trump Jr. who exclaimed post-pageant: "Biological & objectively attractive women are allowed to win beauty pageants again. WE ARE SO BACK!!!" Adetshina felt this statement undermined the beauty and achievements of past queens. "I feel like he was disregarding all the past queens," she stated, reinforcing her belief in the worth of all contestants, irrespective of ideals presented by some media figures or organizations.
The aftermath of this year's controversy presents both challenges and opportunities for the Miss Universe brand moving forward. While it faces fire from critics concerned about its messaging and values, it will be interesting to see how the organization responds and restructures its future operations to align with modern ideals of beauty and representation.
This year's pageant was notable not just for its celebratory moments but also for the significant conversations it has spurred around beauty, identity, and inclusivity—topics very much alive and relevant around the globe. What's the future of the Miss Universe pageant and will it successfully navigate the tempestuous waters of public perception? Only time will tell.
The ruling Miss Universe organization must find its light amid the shadows of controversy and insecurity. Strengthening its commitment to celebrating the true diversity of beauty can re-establish its credibility and reinforce the core ethos of the pageantry: empowering women from all walks of life. After all, beauty isn't confined to any specific look or trait—it's as multifaceted as the women who embody it.
