Miss Nederland contest ends after 35 years, replaced by new platform

The Miss Nederland beauty pageant has officially ended after 35 years, its owner Monica van Ee announced Thursday. The competition will be replaced by a new online platform, Niet meer van deze tijd (No Longer of This Time), which aims to support and empower young women.

Van Ee described the pageant as leaving “a unique legacy” but said the time had come for change. “The crown and sash no longer resonate in today’s world,” she said. “What matters now is creating a space where women can uplift each other and grow.”

Amber Rustenberg, crowned in June, was the final Miss Nederland. She will dedicate the rest of her tenure to promoting the new platform.

The new platform, Nietmeervandezetijd.com, is designed to break away from conventional ideas. “We’re offering something fresh and exciting that people haven’t seen before,” Van Ee said.

The site will cover topics such as self-expression, diversity, mental and physical health, creativity, and societal change. “We’ll bring in experts and people with personal experiences to address the big issues of today,” she added.

The platform also seeks to give young women a voice and an outlet for collaboration. “Social media and youth are often viewed negatively together,” Van Ee said. “We want to shift that narrative and create something positive.”

The decision to replace the pageant stems partly from negative incidents in recent years, including online backlash and threats. In 2023, Rikkie Kollé, the first transgender woman to win the title, faced death threats after her victory.

The Miss Nederland competition began in 1989, evolving from the earlier Miss Holland contest held in the 1930s. The rebranded pageant aimed to emphasize societal engagement over physical beauty. Despite its long history, Van Ee emphasized that the future lies in new initiatives that align with modern values.