7 Days 10 November 1971

'We’re not beautiful ’' We’renot ugly’

A year ago these shouts from Women’s Liberation demonstrators scared Bob Hope and disrupted the competition. Today for the twenty first year Miss World is with us again. 7 DAYS looks at this sexist money-spinning Mecca Mart

The Miss World Competition is not an erotic the stage when Bob Hope was speaking. In exhibition; it is a public celebration of the the same way we threw nothing when the Mss World contestants were going into the traditional female road to success. The Café de Paris. This was a conscious decision. Albert Hall is miles away from the We regard these contestants as unfortunate underground world of pornography. The victims o f the male capitalist system. This atmosphere is emphatically respectable, system, that makes money by persuading enlivened by contrived attempts at women to buy goods such as false eyelashes. We are sick of all this line about beauty. We “glamour”. The conventionality of the are not beautiful and we are not ugly.” girls’ lives and the ordinariness of their aspirations — “ Judge the Judges, not the Girls” Miss Grenada (Miss World): “Now I’m The first Miss World contest took place in 1951. looking for the ideal man to marry” — is It coincided with the Festival o f Britain, the the keynote o f all the pre- and centenary o f the Great Exhibition, which post-competition publicity. Their condition celebrated the Nation’s post-war recovery and demonstrated its continued technological inven­ is the condition o f all women, bom to be tiveness. defined by their physical attributes, born At the Festival Hall on the South Bank leading to give birth, or if born pretty, born lucky, manufacturers displayed up-to-date items o f a condition which makes it possible and interest for international consumption, with the acceptable within the bourgeois ethic, for firm intention o f putting Britain once more on the map. On the North Bank, at the Lyceum, Mecca girls to parade, silent and smiling, to be Ltd. presented their new invention — an judged on the merits o f their figures and international beauty contest. The organiser, Eric faces. (Bob Hope — “ Pretty girls don’t have Morley, lamented the fact that, “ in those days those problems.” i.e. the problems that some countries hadn’t even heard o f beauty plain girls have in finding a husband or contests” . So o f course, he congratulates the company bosses for “ shrewdly anticipating the making a successful career. Womens public appetite for such an event” . The “ event” liberation girls must be plain, because only has helped make Mecca into a £20 million plain girls would have an interest in enterprise. attacking the system.) Prior to the Miss World contest, Mecca ballrooms throughout the country had been running contests o f the “ outright” — that is, outdated — type. Local girls paraded in bikinis, or The Grand Duke’s Bride stars and G-strings and were disqualified by the Standards o f conventional beauty are, o f course, audience jeering at their “ under- or over-weight what Miss World is all about. Living up to these statistics” . standards is a part o f the fabric o f every woman’s life, not just of those groomed for the “37-24-36” competitions. In the early Russian State, the The new brand of contestants, unlike those o f Grand Duke’s bride was chosen by a similar the “ outright” type, were seen as National contest. The Duke’s men went out and chose the Representatives selected in order to stand up to 1500 most beautiful girls in the kingdom, a short international competition. T o start with Morley list o f 250 paraded before the Grand Duke’s looks for what he calls “ basic material” girls window, and he then made the final choice. This between 17 and 25, ideally 5ft 7/2in, 8 or 9 stone, barbaric byzantine practice has now been turned — waist 22-24" hips 35-36" bust 36-37", “ no more in essence — into a money-spinning institution. no less” , a lovely face, good teeth, plenty o f hair Miss World is the annual festival, brought direct by and perfectly shaped legs from front and back — television into our own homes, o f the everyday carefully checked for “ such defects as slightly commercialisation o f women’s sexuality. One o f knocked knees” . Then with the “ basic material” the demonstrators at last year’s Miss World plus the aid of cosmetics and a deportment school, Contest said during her trial: he manufactures the “ perfect product” . It is a “ I felt that the event symbolised my daily sound capital investment since overheads are low. exploitation. I saw the contestants being First of all, raw material is practically free. Morley judged by men, and I know what it feels like proudly affirms that he refuses to pay the girls to be judged and scrutinised every day when travelling expenses, gives them only board and I am just walking down the street. I saw lodging and a small allowance. Secondly, labour, women being forced to compete with each represented by performance, is unpaid except for other and being judged by men. I felt for the winners £2,500. Mecca makes up for this in them. I had no intention o f hurting them or the long run since Miss World is obliged to sign a attacking them in any way. We did not contract for future appearances. The contestants throw anything on to the stage when the were forced to make so many appearances that as Four Miss Worlds from the Sixties. Clockwise from op L eft: Miss Penelope Plummer from Australia contestants were there. We threw missiles on early as 1952 they threatened to go on strike. m ss from the , Miss from India, Miss from the United Kingdom. 21 7 Days 10 November 1971 WHY MISS WORLD?

Obviously this wasn’t in the “ public interest” and about the British hospitality. A Miss White South the girls weren’t even accorded the sparse dignity Africa and a Miss Black South Africa make it o f union-style negotiations. Morley, giving himself possible to pretend, at least for an evening, that a man-sized pat on the back for his expertise in apartheid is not so definitive. Miss India, during “ human relations” settled, or rather pre-empted, her reign as Miss World, entertained American the dispute by rushing out and buying each girl a troops in Vietnam, and “ received cheers in spite of teddy bear! being coloured and wearing a saree” . (Bob Hope) “ Human relations” here means the art o f The Miss Third World trend reflected the “ wind of exacting services from a subordinate without change” — a view o f the world as a happy family provoking a consequent sense of injustice. Applied o f united nations engaged in peaceful competition to women, “ human relations” means exaggerated rather than violent confrontation. paternalism or diluted chivalry. The first approach Miss World viewers also see sexism insists that women are like children and therefore masquerading as a celebration o f a Venus de Milo respond to scolding or pampering. As Morley said (cameras zoom in on a copy o f the famous Greek o f the dissident contestants’ reactions to his teddy statue) the timeless heritage o f antiquity, the bear ploy “ they are all sweetness and smiles symbol o f transcendental beauty. However, Miss again” . The other approach senses the injustice of World beauty is far from transcendental, it is women’s inferior social position but suggests that profoundly temporal, out o f date in less than a polite gestures are sufficient compensation. year. At the same time the promotion and Married women are banned from the contest proliferation o f the image through advertising because, Morley explains, “ It might make a persuades women to “ transcend” their “ basic woman dissatisfied with her life as housewife and material” . mother . . . husbands ought to have their brains The consequence o f this “ transcendence” is the tested if they allow it” . As for the contestants expansion of the domestic market. For example, “ reputation” , this is ensured by chaperones who by the mid-sixties, the annual expenditure for “ rule the girls like Holloway prison warders” . clothing and cosmetics had reached £174 million Respectability ultimately has a class connotation, for the teenage group alone. At the same time 70% he continues “ this contest is no longer degrading, of all girls aged between 15 and 19 left school and because unlike the fifties when it was the sort of only one in a thousand from working class families thing girls o f the so-called lower classes did... attended university. Women are not expected to now we have daughters of some titled people, a “ achieve” anything and even if they want to there number from wealthy families or o f public School are few jobs that offer a real opportunity for education” . promotion or economic security.

Right Girls, Right Judges One in a Million There is no question o f “ fixing” the contests, Beauty contests epitomise the traditional female but to get the “ right” girls, you have to get the road to success. For many women entering one is “ right” judges. They must look for more than a like doing the pools — a kind o f magic individual “ busty girl with a sweet face” . Competition is no solution to the “ economic problem” . Mecca’s longer with the girl round the corner, but with the economic problems aren’t centred on subsistence girls in the Sunsilk ad. Mecca make a substantial but on accumulating profits from finals, heats, sum by selling the rights to televise the contest. rights, ads, bingo, and bets. What’s in it for the This means that the entrant better be able to read contestants? According to Morley, “ the adventure a script, speak into a mike without stuttering, and and excitement o f living for a few days in luxury generally look good on TV. hotels and travelling first class” , with o f course Over 27 million people watch the Miss World “ the fringe benefits o f marriage to wealthy or spectacle. They see racism concealed behind the attractive men and memories worth treasuring Young Liberals demonstrating outside the Miss World Contest, 1970 “ family o f nations” facade; Miss Grenada can forever” . This is a scrap-book life o f womens become Miss World and make obliging remarks magazines, the condition o f all women which is

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2 2 7 Days 10 November 1971 WHY MISS WORLD?

This feature was put together with the help of women in womens liberation. assumed to be innate and unalterable. As one role and the farcical escape which it offers when journalist put it, “ We were obliged to be realists he says that Miss World is something o f a about women . . . their concern is not with ideas Cinderella: But now women are asking why she or principles but with persons and things. Their didn’t seize the magic wand and save herself from It's marvellous' Miss UK speaks main interest is their feminine role” . running home in rags. whatever, I think it's fantastic. underlines the limitations o f this - Marilyn "Quite honestly I would never bring a boy U.P.I. Ward, 22, from New Milton, friend into a set-up like this, because I would Hampshire — speaks to 7 Days be so worried that he would not be looked “ It's marvellous. I like meeting people. I've after properly while I wasn't there. I don't got so many friends, all over the country think its fair to bring a man into this sort of where I go for contests. People send me business. cards and things. It’s nice, it really is . . . the "I want to try and do some singing, I sing only drawback I think is having to get up a lot in the bath, pop and ballads, I've no every morning and having to put on all your great voice but I'd love to perform on make-up and do your hair. It takes about an stage . . . I don't think there is any hour . . . if I didn't do it I'd look like death, difference between going on a catwalk in a like everybody else." bathing costume and a pop singer or film star in front of an audience with a gown "I think make-up changes and hair styles cut down to here. To me liberation means change and even shapes of the girls change. doing what you want to do, doing your own They used to be a lot plumper than they are thing, women being a llo w e d to do it. now. I think the girls have got slimmer and "For me also when I started it was very, slimmer . . . actually I would love to get a bit very exciting. When you are out there at the fatter I really would, because I do gain back and they are calling out 'fifth', 'fourth', weight easily and I must admit that I prefer 'third', and so on, its terrible, but it’s also myself a bit chubby. very exciting. It must be rather like racing a "I would want people to look at me car . . . obviously we are all looking at each whether I was Miss United Kingdom or not. other and thinking 'I wonder what are her I'm a woman, and I love it. When you go chances' and 'I wonder what my chances into a room and there are wolf whistles or

Camera Press and 7 Days gives you the real winner: Mr Maxwell

Bob Hope beats the drum for Uncle Sam with Miss World 1971 Joseph

Mrs Morley speaks: 'It's delightful' Maxwell Joseph The Miss World Contest is one o f the and Ski Yogurt, which sponsors this year’s Miss Is it true that the general management o f the Miss sounds even more vicious. But there is no reason innumerable operations of Mecca, the United Kingdom. World Contest has passed from your husband to why it shouldn’t be called “ flesh and money” or company built up by Eric Morley, but Joseph did not stop there. The next year, 1970, yourself, and that now Mr Morley is not very “ cattle-market” for those who wish to call it that. acquired last year by Maxwell Joseph’s he lashed out to buy Bemi Inn, the Chef and But you don't consider it as such? Brewer and Chicken Inn chains and Mecca. This much involved? Grand Metropolitan. Well, I consider it partially so, if you are going brought with it not just the ballrooms and the He is involved o f course, but before the job was Joseph is one of the select group of passed to me, the administrator for a number of to say that they are parading in national costume, bingo, but also City Tote and Ron Nagle, with 400 lucky millionaires who made their fortunes years who was in fact another woman, had to and swim-suits and that they are being judged betting shops. Joseph now had a chain of hotels, in the property boom of the fifties. His leave, and so I just took her place. I believe that it figuratively and facially and personality-wise, o f steak houses, o f tea rooms, o f pubs and catering was because I was his wife that I got the certainly I would agree with it. But you see, we all most famous coup was the Lintang subsidiaries which supplied meals to over 800 staff preference. Although I feel that I can do the job judge each other by looks, by personality and by Investments deal of 1958-59, which canteens and restaurants. This was on top of dairy adequately. everything else, subconsciously all the time. This is involved a triangle o f old Church Commis­ farms and factories, groceries and gambling So what is your involvement then with the something they are chosing to do, and I think it’s sioners property between Paddington and operations. Contest? delightful; there’s nothing wrong with it. Lancaster Gate, north of London’s Hyde My involvement simply and purely is talking. How much do they win? Park, and the Dolphin Square block o f flats The Leisure Empire Professionally I’m not terribly good, but then I They win £21/2 thousand in cash and various in Pimlico. Joseph had joined the board o f Cunard and for have a professional team of people and they work prizes, you know, cosmetics, fur coats, a whole a time it looked as though his next aim was to turn as a team. wardrobe o f clothes. Financially there is Joseph put the Hyde Park North property into a the period-piece Cunard liners into floating hotels. something in it for the individual. But you know, ‘shell’ company, Lintang Investments. Before it Instead he went for bigger, more dangerous game. Last year after the demonstration at the Albert it’s the only non-commercial contest in the world, left the Church Commissioners’ hands it had been This summer he took on Watney’s for control of undervalued, with the result that when, after a Hall, either you or your husband said that you and I don’t say that so you think we are terribly Truman Hanbury Buxton, London’s oldest good to do it. Frankly I think we are rather stupid fresh valuation, Joseph decided to float Lintang on wouldn't be holding the Contest in again, brewers. Brewers have always been one o f the — we could make millions from Miss World. the Stock Exchange in March 1959 he was almost and that you were going to try and hold it in charmed circles o f British capitalism, bitterly The fashions o f Miss World Contests don't seem to certain of a good profit. In fact, it exceeded America. What made you change your mind? resentful o f outsiders, particularly nouveaux riches have changed much. expectations. A queue of 400 brokers stretched I believe you’re right and that I read the same like Joseph. Watneys had successfully driven o ff You know, you’re absolutely right. Even to the almost the length o f Throgmorton St., as Olive thing and it is possible that it was said. I think that Clore themselves back in 1959. It took Joseph high heels. I have said many times to the girls that Marriott describes in her book ‘The Property most people feeling that possibly someone could eight weeks o f bidding up the share prices to get one isn’t obliged to wear high-heeled shoes with a Boom’. Shares were offered at 11s. 6d. each but be hurt, would say things really meaningfully to hold o f Truman’s. In early July Truman’s shares swim-suit, but of course I hate to tell people that shot up to 22s. the same day. Joseph acquired a get a point across. But I can only assume that it were at 254p. When Joseph made it, he was paying they must do things and that they mustn’t do well-merited reputation for financial wizardry. was said in anger, with horror that people could be out 425p. All the same, the takeover made sense. things. People chose to w ar shoes with a harmed by a simple Beauty Contest. It fitted perfectly to have a brewery firm, with swim-suit; it is entirely up to them. I think it’s a To me, these girls were chosing to compete Joseph’s Empire 1200 pubs attached, as part o f Joseph’s £200 together, they were given an opportunity to travel sign of good breeding. With his property fortune Joseph next went million leisure empire. If either o f us were thinking o f appearing in a Miss around, and all this business about appearing and into hotels. Taking o ff with the Mount Royal at This week Grand Metropolitan is going to the World Contest, what advice would you give us? walking up and down etc — you can say anything Marble Arch, he set up Grand Metropolitan in Stock Market again, to raise another £20 million. I think that you would stand a very good and make it sound terrible. If you are there, and 1962. Today it operates 27 hotels in Britain. 21 of Its profits, pre-Truman’s, were over £14 million chance. The most important thing . . . I think the see it, and are meeting the girls, you are aware of them, including the Britannia, where the Miss for the year. Joseph has com e a long way since the ability to mix with people. I think you would have other things as well. World contestants stay, are in London. Grand Met small Hampstead property office where he began to make quite certain that you were less cynical It was described by one o f the people at the also owns the Carlton in Cannes, the Metropole in before the war. Now 61, he is one o f the richest and perhaps less critical, of people than you would Contest last year, as a “cattle-market". What do Monte Carlo, the Royal Manhattan in New York men in the country, with his own merchant bank, normally be. Your job makes you dig and probe, I you feel about this? and many others. By 1969 profits had risen from Robert Fraser where he has a major holding. The think you would have to forget your job, and Well, “ cattle-market” has been used for the last £431,000 the first year to over £41/2 million. 1969 Miss World Contest is only one outlying province enter as an individual and believe in what people 21 years and I expect that it will be used again this was the year Grand Met bought Express Dairies, in Joseph’s empire, alongside a myriad other tell you for a change. year. “ Flesh and money” in nicer actually, it whose subsidiary lines include Eden Vale products jackpots were his eye for a profit has taken him: 23