Egypt’s first Muslim beauty pageant is not just about beauty

In a world that’s hugely obsessed with social media, with millennials constantly bombarded by selfies of models and celebrities on a daily basis, it can sometimes be hard to accept one’s own body.

After all, nearly everything online tells us that we need to have perfect facial features, a killer wardrobe, and a seductive body. After a while, the unrealistic beauty standards we see become accepted—and ingrained.

That’s the thinking behind Egyptian modest-fashion designer Aya Mahmoud’s current venture, Egypt’s very first Muslim beauty pageant—Hijab Queen.  As Aya said to us, “Hijabis should feel beautiful, too.”

HOW IT BEGAN

It all started with a passion for fashion. Aya, now 27 years old, enrolled in a fashion design course in Cairo, where she learnt everything from styling and colour coordinating to fashion design and pattern making.

“As a hijabi in the late nineties, I could hardly ever shop in Egypt,” she recounted. “In fact, it would even bother me to see someone wearing the same outfit as me.

So I thought, why not fill the market gap? And I’ve made it my mission to design chic hijab clothing that isn’t revealing, for me and my fellow hijabis to proudly wear. Now, when I see someone wearing the same outfit as me, it makes me happy because I see myself in every design and it gives me a sense of achievement.”

Aya didn’t stop there, though. In a country where nearly 90 percent of women are covered but it’s still uncommon to see a hijabi reporting the news or starring in television adverts, the designer wanted to “open up new fields for covered women in Egypt”. And so she created her home country’s first Muslim beauty pageant.

“Our Hijab Queen contest does not only focus on outer beauty. If anything, it all revolves around being the perfect Muslimah,” she said. “Anything that’s a misrepresentation of the hijab is disqualified, whether it’s a tight dress, hair showing, or basically anything too revealing.” Ultimately, Aya’s goal is “to create ambassadors for Islam that aren’t only beautiful but are also well-read, sophisticated, and pretty on the inside, too.”

FROM 150 ENTRANTS to 2,500

In two years, the pageant has attracted 2,500 participants. That’s over 15 times the number during the first pageant in January 2015.

A hundred and fifty girls showed up for auditions for that first pageant, surprising even Aya.

Several tests later, on general culture, etiquette, and religious and political affairs, 50 were accepted to participate in the pageant come April.

But setting up Hijab Queen wasn’t without challenges.

“We faced a number of pitfalls in our first year. From fighting for sponsors among multinationals, who did not welcome the idea of a hijab beauty pageant but gladly supported Miss Egypt, to being shut out by organisers for not wanting to be associated with any ‘extreme’ thinking, it was definitely hard to organise this event on my own.”

“It was very important to be supported by multinational entities and brands, for the reputation and publicity rather than the money,” she continued, “however, none of them came on board.

But I was able to get local sponsors who fully supported the idea, and as the pageant grew bigger, we were able to overcome most of our obstacles in our second edition of the pageant. In our second year, more than 2,500 hijabis from all over Egypt applied. We were pleasantly surprised to see the amount of enthusiasm the girls and the press had towards this year’s pageant.” 

2016’s WINNER

Crowned earlier this year, 2016’s Hijab Queen is dentist Sarah Horia, who won an Umrah for two.

“Hijab Queen is a great platform for hijabis to be seen in a different light and to promote the value of modesty,” Aya said.

“A lot of girls wanted to participate just to get their 15 minutes of fame, but there was more to it than just that. Egypt’s Hijab Queen gets invited to charity and social events, which help her practice the third pillar of Islam, compulsory charity (zakat). She’s an influencer who exhibits proper Islam through her actions and veil.”

LOOKING FORWARD

Aya is already working on her marketing pitch for 2017’s pageant, and she’s already compiling a list of modest-fashion and halal beauty brands who might be interested in joining and supporting her cause.

“No one can sell my idea or defend my cause better than me; that’s why I like to do it all myself,” she remarked. “It’s not easy; some days I get so close to quitting, but I hold it together because I know that it will be all worthwhile one day.”