Beauty pageants are meant to celebrate confidence, talent, and individuality. Every time they have been criticised, pageants position themselves as the flagbearers of women’s empowerment. But this week, the Miss Universe stage became the centre of something else entirely: how women are treated when they refuse to play along.

Miss Universe 2025 controversy: What happened?

During a pre-pageant event in Thailand, the host of this year’s Miss Universe pageant, Nawat Itsaragrisil, president of Miss Grand International, addressed all the contestants in an auditorium with the event live streamed on Facebook. He clearly guided them to promote Thailand via social media as the host country. “Be careful. You are in Thailand. You are in a game,” he said. Things turned nasty when Nawat singled out Miss Mexico, Fátima Bosch. He accused her of refusing to join a promotional photoshoot meant to promote the host country. According to him, Bosch wasn’t participating or posting content because of instructions from Mexico’s national director.

When Bosch denied the claim, he interrupted her repeatedly and demanded that she confirm, on the spot, whether she would follow his instructions. When she stood her ground, he insulted her, calling her a “dumbhead”.

“I still keep talking to everybody, why you still stand up to talk to me,” Itsaragrisil questioned Bosch. “Because I have a voice,” she said. “You are not respecting me as a woman.” In response to that, Itsaragrisil called the security to throw her out. But before leaving, Fátima said, “As women, you need to show respect for us. I’m here representing a country, and it’s not my fault that you have problems with my organisation.”

Following this exchange, several contestants, including the reigning Miss Universe Victoria Kjær Theilvig, walked out with Bosch in protest. Later, Nawat apologised to all the contestants. The Miss Universe organisation also released a statement saying, “Together, we are dedicated to upholding the highest standards of respect, safety, and integrity for all participants, staff, and stakeholders.”

The problem behind the glamour

Pageants love to talk about “empowering women,” but the Miss Universe 2025 controversy is a harsh reminder of how shallow that promise can be. A woman was called “dumb” in front of her peers, only because she dared to question authority. What hit a nerve wasn’t just the insult; it was how easily it happened. Women everywhere recognised that tone: the one that says, “Do as you’re told.” Bosch just happened to face it with cameras rolling.

The solidarity that followed was what made this moment powerful. Other women stood beside her without worrying about how they would be perceived or what would follow. In a world that often pits women against each other, this is the reality we needed to see.

But we must ask this question: if a platform built around female empowerment can turn hostile when a woman speaks up, what does that say about the kind of empowerment being sold? It’s easy to celebrate women when they’re polished and compliant, but what happens when they push back?

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Related: The Crown Is Slipping: Are Beauty Pageants Finally Being Exposed?