By Ines Schinazi
An Interview with the 2009 Miss Mundo Brasil Luciana Bertolini
Standards of beauty are constantly evolving, a rare glimpse into society’s current state of mind. In 1951, the era of the housewife, Miss World, the oldest surviving international Beauty Pageant is founded. Twenty years later, in 1970, the contest is subject to protest as host Bob Hope is bombarded by smoke and flour bombs thrown by feminist protesters. By the 1980’s, the pageant attempts to revamp its image by adopting the slogan, “Beauty with a Purpose,” placing emphasis on contestants’ involvement in charity work. For the first time in history, participants are also judged on their “intelligence” and “personalities.” Now, in 2009, Luciana Bertolini is Miss Mundo Brasil, and a Miss World hopeful…
Growing up, Luciana was no little miss sunshine. Though the 24-year-old model and Journalism student, has just won the title of Miss Mundo Brasil, and will be competing in the Miss World contest this December, her future as a beauty queen is somewhat of a surprise, especially to her 10 year old persona, who clearly remembers thinking, “I don’t want to be wearing a heavy dress full of pearls and stones, parading around with a crown…”
In fact, she recalls the shy but spirited 10-year- old girl, who upon winning her first beauty contest, hid her crown and ripped up her photos, practically dying of embarrassment at the whole ordeal.
And yet, she soon realized she couldn’t cheat destiny. Luciana’s older sister, Adriana Reis, was also named Miss Mundo Brasil in 1998, marking the first time in Brazilian history in which two sisters have earned the same title.
So how did Luciana make the transition from angry ten-year old beauty pageant winner to Miss Mundo Brasil? Luciana explains, “I realized that my participation [in the contest] could open doors for me, especially since I want to work as a journalist.”
When asked about the difference between her experiences as a model and beauty pageant contestant, she concludes, “Models have to be like walking clothes hangers…The good thing about the Miss World contest is that you feel and are treated more like a human being.”
In an exclusive interview, Luciana shares what its like to be a participant in Miss World. She reflects on everything from the ever- evolving standards of beauty, to being a young woman in the midst of the Fashion industry, to what it means when a random little girl on the street confuses you with Barbie…
Ines: Congratulations on earning the title of Miss Mundo Brasil! Was this something you’ve dreamed of doing ever since you were a child?
Luciana: When I was 10 years old I participated in my first beauty contest and won. At the time, I didn’t like being part of it. I remember that when I won, I was embarrassed, I hid my crown…you know kid stuff. I was really shy as a kid. I also remember ripping up some of the photos my mom had taken of me in the contest, which of course made her really sad!
Ten years ago, my older sister also won the title for Miss Mundo Brasil. I remember saying, “I don’t want to do this, I want to focus on my studies, and my professional career.” It really wasn’t something I was thinking about.
However, when I turned 21 years old, another opportunity to participate popped up. This time I realized that my participation could open doors for me, especially since I want to work as a journalist. I’m currently studying Journalism at University.
One thing I really like about the Miss World contest is that they value intelligence. All the candidates are interviewed about current events and controversial issues. For instance, one of the questions they asked me was about the current state of the Brazilian Senate…
Ines: It’s funny, because the perception we often have is that beauty pageant queens always dreamed of doing this, but for you this wasn’t the case…
Luciana: No it wasn’t the case at all! I remember when my sister won the title of Miss Mundo Brasil, I was twelve years old, and we slept in the same bedroom. She would come in and spread all her stuff all over the room. She would make a huge mess with her crown and everything! I remember seeing that, and observing how busy she was, running from one event to the other. I remember thinking, “I don’t want that. I don’t want to be wearing a heavy dress full of pearls and stones, parading around with a crown…”
Ines: So what exactly made you change your mind and want to participate?
Luciana: Of course being part of a beauty contest involves the ego. All women like being called beautiful. But I wasn’t solely motivated by this part, or all the glamour that goes along with it.
I realized that the contest could open doors for me. By obtaining a title like Miss Mundo Brasil or Miss World, it’s another thing that differentiates your resume.
Ines: Why did you choose to study Journalism?
Luciana: I’ve always been really shy. But I’ve always tried to overcome my shyness by doing things I’m scared of doing.
For instance, I started working as an event promoter. I had to talk to strangers on the street and convince them to try products and things. It was difficult for me. It really scared me to death! But I wanted to do things to overcome the shyness a bit and loosen myself up.
I’ve also always loved to write. That’s the way I’ve always expressed myself. When I would tell people that I wanted to study Communication, they would ask, “what do you mean? You are so shy…” But that actually motivated me more, as I saw [pursuing Journalism] as a challenge.
Ines: I read that you said your proudest day was the day you got accepted into University…
Luciana: I really value education. I think that a lot of girls are influenced by fashion in the sense that they start modeling, and forget about their studies. But a model’s career is short. Not everyone experiences the success of Gisele or Adriana Lima. So I think it’s important to have your feet on the ground.
Ines: Can you tell me more about the contest’s idea of “Beauty with a Purpose?”
Luciana: The contest in Brazil embraces an environmental cause, which is the preservation of the Amazon. So we work really closely with the ONG “Amigos da Terra.”
Miss Mundo Brasil essentially dedicates her image to working with social causes and towards social change. The goal is to try to get people to reach a higher level of social consciousness. I have to really know what I’m talking about, I can’t just talk the talk. I really have to know about sustainability. For example, this Friday I’m going to be going to a lecture on sustainability.
Ines: Is sustainability something you feel really passionate about?
Luciana: It’s really funny because my friends make fun of me, saying that I’ve always been “Miss Ecology.” Ever since I was little I couldn’t stand seeing people litter. This comes from my upbringing. When we littered, my father would make us go back and pick up the trash. So my friends say, “Of course you won the contest, it had to be you.”
I guess I’ve always had this environmental consciousness. I just didn’t have as much knowledge about it as I do now. So the cause really does speak to me. I cared about it ever since I was a young child.
Ines: What is beauty?
Luciana: Beauty is ample. The standards of beauty today aren’t the same as the standards a few years ago. Beauty standards are constantly adapting themselves. They are created by society. Often, in beauty contests it’s not the girl who is most beautiful, in the physical sense, who wins. I think that beauty, independently of the era, is a combination of attitude, elegance, intelligence, and charisma.
If someone is beautiful on the inside, I think that transpires. So I disagree when I hear people saying, “It’s a beauty contest not an IQ contest.” It seems cliché, but beauty encompasses so many things. That’s why I really value the Miss World contest, because I think they realize this.
Ines: Yes. It’s interesting that the candidates are currently high achievers. They speak various languages, and usually have at least one University diploma.
Luciana: Definitely. The thing is that beauty queens have always been really stereotyped. There’s still a lot of prejudice. People imagine a beautiful woman with no brains. They think of someone who is totally innocent and naïve.
A lot of people will remark that I’m quiet but really astute. I think we have to preserve our innocence in regards to some things, but you also have to be conscious of other people’s not so good intentions.
For instance, you have to understand that after you win a title, many men are going to come after you, saying the things you want to hear. But the truth is, they see the title and not the person. It’s important to know how to separate things.
I’m a very realistic person. So, for a man to say certain things, I think he needs to know you very well. I’m not fooled by words. There are girls that will believe whatever they hear. Men are “trained” to say what we want to hear.
Sometimes it’s really funny because you hear the same lines over and over again, and then you know something is wrong! Like guys saying, “You are the most beautiful woman I’ve ever seen.” That sort of thing doesn’t have value for me.
Ines: Does the idea of “judgment” ever bother you? Do you ever feel like an object being judged in this contest, in the sense that maybe people don’t end up seeing what’s inside, but just focus on your appearance?
Luciana: Sometimes you do feel like an object. People see you, they judge you on your appearance, but they don’t know you.
Ines: What about the idea of body image, do you feel there are some unrealistic ideas on the body? And is it difficult being a woman in this sort of environment?
Luciana: A little while ago, a law passed stating that models could only work if they had a certain level of body fat. A lot of models have died from anorexia. The standards of fashion are very rigid and quite cruel. After all, the model is a human being. A lot of people forget that. They see you as a Barbie, who doesn’t have any feelings.
I don’t think the beauty standards are going to change. Why do models have to be so thin? The reason is that the model can’t be attracting too much attention. The clothes need to be attracting the attention. Models have to be like walking clothes hangers. The good thing about the Miss Mundo contest is that you feel and are treated more like a human being.
Ines: Since you are involved in both, what do you perceive as the main differences between Modeling and participating in a Beauty Pageant?
Luciana: The model needs to sell clothes or a product. With Miss Mundo, it’s really the opposite. She needs to show the jury who she really is. She dedicates her image to social action and social change. The Miss is an example, especially for kids. Actually one time, I was walking by this little girl and her mother. Her mother said, “Look honey, it’s Barbie.” And the little girl looked at me, with sparkling eyes. That experience really made me think. I realized the responsibility involved in being Miss Mundo Brasil. A child looks at you, and tries to be like you. You become an ideal, not just in terms of beauty, in terms of everything. That’s why you have a much bigger responsibility than a model for instance. You can’t be drinking, or dating in public. You have to be a lady. You have to take care of your image. You really become an example and a point of reference.
Ines: The Miss World contest is the oldest surviving beauty pageant. From your perspective how have the standards of beauty changed?
Luciana: In the past, the winners of the Miss Mundo and Miss World contest had curves. The really skinny ones rarely won. Of course, this is changing today. I find this a bit sad. The Miss Mundo contest is also following the standards of the fashion industry.
Ines: What do you want to accomplish in your life?
Luciana: I want a career in Journalism. I also want to write books.
